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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.)