Britain has had a lot to celebrate in 2012, so with this in mind I thought I would share the process of an effective marketing campaign through the form of a traditional British celebratory treat – the trifle!
This sweet insight will give you a bite size snap shot of how to implement a marketing campaign.
The Sponge
Absorbing knowledge of your target audience, your objectives, your goals and your desired outcome is vital to any effective marketing campaign.
Understanding where you are going and what you stand for, who your customers are and what they love really helps get to the heart of your business and determines a clear starting point.
It is important for your brand to represent who you are, and therefore gaining as much knowledge as possible of the market, your own position and your competitors gives you valuable and priceless information.
Market research, although not the most creative marketing exercises, forms a solid base for the next step. It is all about discovering your brand…
The Jelly
Setting a comprehensive strategy helps form a marketing plan with clear direction and focus.
An integrated approach is the most effective way of building a strong campaign. Pulling together a blend of marketing fruits that complement each other will increase the chance of your marketing being seen, noticed and then absorbed. The more impact the recipient receives from the more variants of materials, the more likely the message is to stick.
Setting a strategic plan is all about planning the way forward…
The Custard
An effective campaign is all about consistency. Consistency of the message you are conveying and consistency of the look and feel of your brand and your materials.
We also call this “touch points” – a consistent message from all areas that can cause a client to have a positive or negative opinion on your brand (we prefer the former!).
Ensuring consistency is part of creating an effective campaign, and connecting successfully with the audience…
The Cream
To top off a successful marketing campaign, the added extras are invaluable.
Added value is always recommended, whether this is in the form of an incentive for the audience, or just something that creates that stronger, more positive experience.
It is those finishing touches that ensure a campaign is smooth running. Adding a little kick to the mix pushes materials out of the ‘same old’ marketing, and creates something exciting for the audience to keep you fresh in their minds.
The taste test
Reviewing and measuring the turnout of your campaign is important for moving forward- what went right? What went wrong? What could be better next time?
Measuring the cause and effect of your marketing helps you to understand the impact of your brand and to determine the steps you need to create that perfect recipe.
After all a marketing campaign isn’t a trifling affair, and a successful blend will have you getting the spoons out in celebration.
Emma Dobson is a branding expert and Touch Point guru at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
