With the growing number of channels that are available for media consumption, it becomes important that marketers use a well-defined and consistent strategy for their campaigns to successfully reach consumers across all channels.
Use the following steps to make the most out of your marketing campaign, no matter what the channel.
Understand the market and customers well
Thoroughly research the marketplace, your customers, and competitors. Narrow down on your target audience and create a detailed custom persona. Contact customer surveys if you must, to gather more information. Learn about the message and strategy of your competitors, and do a comparative study against yours.
Develop the right product
All products do not sell well in all markets. Figure out if you need to change your product packaging or add more services to improve sales. Price your product attractively. Decide where you want to sell your product, and start promoting across different channels.
Ensure that your message remains consistent across multiple channels. Align the vision, core values, and brand positioning to create a message which you then distribute in an integrated way across channels.
Maintaining your uniqueness
What is it that sets you apart from your competitors? Why should people buy from you rather than the store down the road? Be as specific as possible about your qualities. A SWOT analysis is a great place to start. Analyse your company’s strengths, weaknesses, opportunities, and threats. This will help reveal what makes your business unique and you can use this in your marketing communications.
Personalised attention to customers
People are exposed to thousands of marketing messages every day. To even have a chance of capturing their attention, you’ll need to not only stand out from your competitors, but also personalize your message to them. Collect as much information as possible about your target audience to understand them thoroughly, and craft your message in such a way as to improve engagement and interest of the audience.
Public relations and promotions
Run public relations campaigns to attract media attention. Highlight only newsworthy items rather than run a poorly disguised ad. You can also use promotions such as coupons, product sampling, and in-store promotions to attract more customers. Sponsoring events such as a local football match, fashion show, or other events can also help gain attention.
When all the above elements come together, you have the makings of a great marketing campaign.