How to create a marketing campaign

In this tutorial, I will explain how to create a good marketing campaign; of course, it’s not child's play, it requires study, creativity, and a good dose of strategy and method!

What is a marketing campaign?

We can define a marketing campaign as a set of strategies aimed at positioning a product or service in people's minds.

A coordinated set of advertisements supported by a common creative idea, which uses one or more communication media as vehicles.

How to create a marketing campaign

First rule: be creative!

First of all, it starts with the meeting between the company's marketing group and the management team of the communication agency, this meeting is known as a briefing meeting, which contains indications regarding the campaign objectives, such as the budget or also the target audience and so on.

After the briefing phase follow:

• the creation and production of messages to be disseminated;
• the development and execution of the media plan.

Based on the brief, it is necessary to develop the communication strategy and plan the advertising campaign through the chosen media channels.

The goal is to convey the advertising message to the right target audience, at the right time, using the most appropriate communication medium!

It is also advisable to verify whether the message recipient has been reached, but also to understand if the advertising action was able to exert a positive influence on consumer attitudes and behavior. To measure effectiveness, various evaluation criteria can be used:

• The overall response level of the target market;
• Sales-related indicators;
• The response level of the individual;
• Through tests that evaluate advertisements by the extent to which consumers can remember them.

Once effectiveness is measured, you need to choose which campaign to adopt for your product:

• The launch campaign: aimed at creating a favorable attitude from the target and promoting the product's presence in the market. Generally, this type of advertising campaign is oriented towards achieving high coverage and frequency in a short time;
• The maintenance campaign: allows supporting a product during the maturity phase of its life cycle aimed at maintaining product recall and consolidating relationships with long-standing dealers. 

What are the essential elements for a marketing campaign?

After understanding the basic notions, it is also important to follow a framework for a good marketing campaign.

The elements needed are:

• First of all, have a goal: to launch a marketing campaign you must have a well-defined goal. A good goal is always the key to the success of a campaign;
• Segment the audience: carefully choose who you want to target with your messages in the marketing campaign and divide your users into groups that share the same characteristics considering some variables of geographical, habitual, attitudinal nature;
• Creativity in messages: the more creative you are in communicating your advertising message, the more successful you will be in capturing the audience's attention, and the better the results will be. To clarify, the message must be unique and inimitable! I also recommend trying new fonts to stand out;
• Use a cross-channel strategy: it is used to interact through multiple channels that your brand has, to more easily reach your buyers; all obtained information will be managed centrally and compared with user behavior by managing your data in real time;
• Choose a professional platform to have real-time metrics: it is important to use a professional platform that provides you with real-time metrics so that your campaign succeeds. You can choose different platforms that you can find through your search engine;
• Use a CMS for marketing automation: it is important to use software that allows you to create and manage marketing campaigns by automatically creating personalized content. A very powerful CMS suitable for this type of functionality is Framework360.
• Finding the right idea: when it comes to advertising and communication, the rules are never definitive, so it is important to find suitable, impactful, and tailor-made communication proposals for the client you are dealing with;
• Choosing an effective language: on one hand, the message the company wants to convey, influenced by its communication objectives; on the other hand, the target audience, to which expressive methods and the tone of our language must be adapted. Only by mediating between these two poles will communication occur immediately and effectively.
• Always tell the truth: reveal the qualities and positive aspects of a reality that needs promoting, always communicating with real and concrete facts, never straying from the truth of things. A consumer who is disappointed will surely be a lost customer.
• Convey positive emotions: to capture the consumer's attention, an advertisement must say something original but also try to convey positivity, cheerfulness, carefreeness, success, dreams, feelings, and so on;
• Talking about an experience: market competition is increasingly high, so talking about the technical features or qualities of products can provide information that gets lost among the myriad of many others. More effective, however, is to focus on the experience that a product guarantees. Experiential marketing helps companies emotionally engage the consumer by appealing to the most instinctual parts of their decision-making sphere.

As you can see, there are numerous factors to keep in mind when creating a successful advertising campaign: the outcome of these actions will inevitably affect the image and sales of your products or services.

For this reason, it is best to rely on a competent and professional web agency to enter the market through the main door.

Click here to receive a consultation regarding your advertising campaigns.

Bonus tip: the slogan!

Do you ever find yourself walking and accidentally coming across a slogan? Well, even just out of simple curiosity, through the slogan, many customers trace back to the product itself. In fact, an advertising slogan is indicated by a phrase meant to be memorable, with the intention of persuading the customer in order to encourage them to purchase that particular product.

Here are some very successful slogans:

• “Impossible is nothing” by Adidas;
• “Just do it” by Nike;
• “Think Different” by Apple.

These slogans have had a significant impact on product sales.

Create your marketing campaign with Framework360

As we have also seen in previous points, one of the most important aspects when talking about marketing campaigns is being able to rely on a CMS that is

valid and efficient.

 In this regard, let's talk about Framework360, the Italian innovative and most complete platform for everything related to digital marketing.

With it, after creating your personal online space and registering your environment, you can, for example, create and configure a perfect landing page, to use for your conversion marketing campaigns. This will be possible thanks to the convenient and effective page builder of the platform, which will guide you in configuring every element simply and without the need for web building or programming skills.

Besides being able to communicate your brand to new customers, you can retain those acquired through the "campaigns" tool. By going to the "marketing" and "campaigns" section, you can create real campaigns with automations, to communicate with your list of leads.

This and much more for your marketing campaigns with Framework360