Promotional Campaigns

The Marketing System

AUDIENCE

need

PROVIDER

value

convince

cultivate

connect

GAPGAP

Inbound MarketingInbound Marketing Outbound MarketingOutbound Marketing

They come to you.WebsiteSearch Engine

OptimizationSocial CommunitiesInquiriesPhysical Walk-ins

You reach out to them.

Campaigns & Outreach!

Inbound vs. Outbound Marketing

What is a Campaign?

A campaign is the execution plan for delivering a specific message to the target market with a specific desired end result.

The Process

1. Start by defining your communications goals & campaign objectives

2. Define measurables – how will you know the campaign was a success?

3. Develop a creative strategy or theme4. Determine media & delivery mode5. Produce creatives 6. Focus testing if resources permit7. Campaign Roll-out

Promotion Decisions

Tactics

Promotion Decisions

Channels

Communications Goals/Effects

Campaign Objectives

BehaviouralTrial

Brand Trial Brand Re-Trial Brand Switching Category Trial

Repeat PurchasePurchase-Related

BehaviourRepeat Consumption

Communications Category Need Brand Awareness

Recognition Recall

Brand Attitude Brand Purchase

Intention Brand Purchase

Facilitation

Success Measurement

Objective-Driven: Recall/Recognition Brand Awareness/Attitude

Ad ImpressionsPromotional CodesWeb TrafficSales LevelsSubscriptions

Campaign Theme

The “big idea” for an advertising campaignUnifies the communications through

consistencyGuides:

Brand Image Unique Selling Proposition Positioning

http://adsoftheworld.com/See the common thread.

http://adsoftheworld.com/See the common thread.

Creative Appeal

How will you get their attention? Rational – features, comparative, price, popularity,

news Emotional – personal, social-based Fear Humour/Satire Shock/Intrigue Sex Appeal

Message Execution

Straight SellEducationPersonality/SymbolEvidenceSlice of LifeComparisonDemonstrationTestimonialNovelty

Message Source

Who is conveying the message on behalf of the company?

Attributes of good sources: Credibility – knowledgeable and

trustworthy Attractiveness – familiarity and

likeability

+ Relevance

Message Structure

Order Primacy and Recency Effect

Conclusion DrawingSidednessVerbal vs. Visual

Reverse Marketing Activity

Based on the creative given to your group, identify The campaign objectives The target audience The message source The message structure The creative theme The type of creative appeal and message execution used

What’s your overall assessment?What would be a good additional component of this

campaign? (i.e. online community, television ads, sponsorship, etc.)