No matter how great your product or service is, without a carefully researched and well thought out marketing message and a well execute campaign, your ideal customer will not find your product or service on his or her own.
The key to a great marketing campaign begins with understanding how the needs of your prospect relate to your product or service as well as creating compelling and engaging content.
There are three phases to go through in order to create a great marketing campaign, these phases are:
- Product Development
The Research Phase
A great marketing campaign is the result of outselling the competition.
When crafting a winning marketing campaign you need to consider how you are going to gain the attention of your target audience over your competitors.
Take a moment to ask yourself and answer the following questions:
- If I were a prospect getting solicited by my company, what would it take to get my attention?
- What promise would I want fulfilled?
- What needs would I wan to have met?
Now ask yourself:
- What needs and desires are my competitors missing?
A successful marketing campaign focuses on that single need fulfilment that the business can perform better over its competitors.
This is the most important phase and you really do need to know and understand your target audience extremely well.
If you “miss” the research phase you will end up with a marketing campaign that:
A) Sends a message that does not connect with your target audience.
B) Attracts the wrong kind of people to your business.
The Product Development Phase
Your marketing campaign is comprised of your Unique Selling Proposition.
A Unique Selling Proposition “USP” is that distinct, appealing idea that sets your business apart from every other “me too” competitor.
Your USP is the central theme of all of your marketing messages.
Branding is KEY and vitally important to the overall success of your marketing campaign.
During the product development phase you need to take a moment and have a look at your product or service packaging and determine if you need to repackage in order to better compete in the marketplace.
Your USP is what your brand will stand for and is what sets you apart from everyone else and the impact that your brand will make within the marketplace.
Without a winning USP there is no way that your ideal customer will be able to tell the difference between you and every other business out there who sell a similar product or service.
The Promotion Phase
This is the exciting part!
You have done market research and have formulated a winning USP.
Now it is time to launch your marketing campaign and attract new business.
You need to create a strategy for effectively communicating your marketing message that will produce growth.
What do all successful major brands have in common?
They all have a voice and personality that their target audience can connect and relate to.
You need to create a voice and personality for your brand whether it be you that is the face of your brand or someone else that you have employed for this specific role.
Your brands voice and personality is what will attract people to your business because they can connect and relate to your brand.
By knowing and understanding your target audience demographics you will know what media channels to use to best reach new customers.
As well as being able to create laser targeted advertising to attract your ideal customer.
Observe and see what major brands from different industries are doing with their marketing campaigns.
Determine whether there are elements that you can borrow for your own marketing campaign.
The secret to a successful marketing campaign is to innovate and find new ways to spread your marketing message and make your interactions more engaging, fun, and entertaining with your target audience.
What new innovation have you applied to your marketing campaign that has produced exceptional results? Please share in the comment section below.