Want to make your marketing campaigns the most effective they can be? Be sure to hit all of the key marketing components. Most marketers know the importance of the list, the message, and the offer, but there are other components, too. Here are nine “must-haves” for any marketing campaign. How many do your campaigns have?
1. List: You have a target audience, but is it the right audience? Or the right segment of that audience? Your campaign won’t go far if you are marketing to the wrong people.
2. Segmentation: What does your target audience look like and how do they behave? How well do you understand them? Have you created customer profiles? Personas? Do you know the difference?
3. Design and Layout: How will the design and layout of the print piece or email look? What types of images will you use? Are your look and branding consistent across all channels?
4. Offer: What is the call to action and the incentive to respond? Have you changed it up recently? Or is it the same offer you’ve been using for years?
5. Channel: What is the medium? Print? Email? Social media? Mobile? Remember that multiple channels work better than single channels alone.
6. Mailing format: If you are sending direct mail, what is the delivery method? Postcard? Newsletter? Trifold mailer? Are the mailers personalized or static? If you are mailing a letter inside an envelope, is the envelope personalized? Different formats work best for different campaigns.
7. Cadence: What day of the week will the mailing hit? If you are using digital channels, what time of day will the message be delivered? What is the frequency? You want to stay in front of your customers, but you don’t want to overwhelm or irritate them either.
8. Message: What are you going to say and how are you going to say it? Should it be informational? Entertaining? Should it use humor or play it straight?
9. Performance Metrics: How are you going to measure your results? You aren’t going to measure a branding campaign the same way that you measure a sales promotion. Are you optimizing all of the components in every campaign? If not, there may be an opportunity to improve your results. Let us help!