What’s the point of a campaign if it doesn’t seek to achieve something? No matter how big or small, whether a few nicely worded emails or leaflets or a full-on marketing assault, it takes planning to get results. After all, if you’re spending a little or a lot on a campaign, you want to get a good return on your investment. Therefore, every campaign strategy should follow a broadly similar planning path, which includes identifying the below.
To start at the beginning, we have to jump to the end. Determining your desired outcome can actually be more challenging than you think. You should be more specific than simply stating moving business forward or increasing profit if you want to create the type of campaign that will offer you the best chance of success. You must decide whether you are looking to reach new customers (if so, how many and what kind), increase your customer spend (by how much?), build brand loyalty and repeat sales or publicise a new service or product. The more specific your goal, the better you can structure your message and ultimately measure success.
Your Audience and Approach
Once you have outlined your goals, you can then identify your target audience and thus narrow down the approach to engage them. Ask yourself who currently uses your product or service. Are you marketing to them, aiming at a specific persona within those who already buy? Or, are you seeking to expand your audience to other demographics to achieve the desired outcome?
Narrowing down your target audience may follow naturally once you have established the aim, but you may need outside help to make it happen. When it comes to leaflet drops and door drop marketing campaigns, it’s what we do here at The Design Print Distribution Group. We have the knowledge and resources to help with any or all of the design, print or distribution aspects of a successful marketing campaign.
How long do you want your campaign to last? Do you have a deadline to meet? How many pieces of marketing material will be included in your campaign. Will you want one leaflet drop, or many? We know from experience that campaigns following a planned strategy and involving more than one contact are likely to yield better results than a single contact. Therefore, defining your timelines and deadlines is another part of the step to coordinating a successful campaign. Coordinated campaigning is essential for building brand recognition, loyalty and trust, to get the best results.
It’s essential to set a realistic budget, but how do you define realistic as an amount of money? It has to be big enough to meet the production costs of your chosen approach, yet not so big that the cost dwarfs any likely benefit. Remember, not all benefits are instantly definable or directly affect your bottom-line profit, so this can be a tough call.
Understanding your target market and average customer will help and you should certainly find out the likely cost to carry out such a promotion to ensure you can cover the campaign costs. If you need help, please don’t hesitate to contact us. We could help you plan a marketing campaign that fits your budget and target market perfectly, providing a great return on your investment.