Every campaign has to start with goals; looking at what needs to be achieved and how that’s going to be measured – and within the available budget.
At the same time, a campaign must be backed up by insight. It needs to be based on an understanding of a business, the people it’s trying to reach and what their pain points are. It also means identifying where those people can be reached and the behaviours we want to change or promote.
Once equipped with this information, campaigns can be designed to look great, catch the eye and use the right words to trigger the desired response in the intended audience.
Because of all these variables, no two campaigns are the same. They have to be specific to that business or organisation and its goals to get the results.
For example, we worked with a dental practice which wanted to build its patient book as quickly as possible. Research showed potential patients were most likely found on Facebook, so this was chosen as the preferred channel for a paid advertising campaign.
A specific sign-up page was created on the practice’s website which meant that as well as measuring clicks and engagement with the adverts, it was easy to measure the number of new patient enquiry forms filled out, and the subsequent number of new patients registered.
Campaigns can utilise a variety of marketing tools and channels including paid social, pay per click, emails, SEO, specific landing pages, visual assets such as logos and adverts, PR, printed merchandise, written content, videos and more.
The key is to identify the measures of success and be willing to evaluate and evolve a campaign if something isn’t working.
There are various analytics that can be used to measure the effectiveness of a marketing or advertising campaign, including new customers, new subscribers, downloads, sign-ups, visitors to a website or webpage, sales, likes, comments or shares, click-throughs – as long as the measurable outcomes are directly linked to the campaign goals.
We’ve been delivering effective creative campaigns for many years, including European product launches, increasing private club memberships, event promotion, business growth and more.
Summary
When strategically and creatively executed, campaigns are the most powerful tool in the digital toolbox. This is where products are sold, new customers are attracted, business is grown, and where one business stands out from another. Marketing campaigns can scale up businesses and even help them to survive and thrive in times of wider economic uncertainty.
A well thought-out campaign should be able to deliver real results and evidence the return on investment. We understand how to develop creative and impactful campaigns that resonate with audiences and get those results.
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