Congratulations. After years of blood, sweat and countless brain cells, you have invented the most ground breaking, life altering, “I must have it or I’ll die” product. People will come in droves to drop exorbitant amounts of their hard earned money to purchase your product. This product is so amazing that it speaks for itself. There is no need to advertise this baby. No marketing campaigns Viagra Professional are necessary. Oh no. You just sit back and relax. The multitude of buyers will be here any minute now. Any minute now.
Where are they?

An annoying riddle once asked “If a tree falls in a forest and no one is around to hear it. Does it make a sound?” For the sake of this article the previousinquisitive statement might work better if it went a little something like “If an earth shattering new product is created and no awareness is generated about it. Will anyone care? Or more importantly – will anyone buy it?” If you want people to care and buy your product, then you need to create awareness around it and one of the best ways to do so is with a marketing campaign. A successful marketing campaign is pertinent to the launch, success and lifespan of any product.

Like all good things, successful marketing campaigns are not created overnight. They, themselves arethe products of extensive research, good creative, proper implementation onto the appropriate media outlets and maintenance throughout.
Research begins with learning who your target audience is and what media they’re using. A target audience is a group of people who you are looking to aim your product at. They are the ones that directly want your product. The people who will most benefit from what you have to offer. Think hormone charged vampire flicks for tweens or gold plated time telling wrist adornments crafted for wealthier, older gentlemen.

Knowing who your target audience is will help you determine what media to run your campaign in or on, as well as what type of creative you will want to use for your campaign. You may think that this information will come naturally since you already know who you are looking to sell your product too. But there’s more to just knowing who you target audience is. You also need to know where they are, what they’re surfing, watching, reading, etc. That knowledge will help you determine which media is appropriate for your marketing campaign, because when the appropriate media is utilized, your message can be effectively delivered to your target audience.

Along with researching your target audience, you will need to educate yourself on the plethora of advertising opportunities that are out there to helpspread your message to the masses. Educating yourself on various media platforms will allow you to weigh your options and see what works best for your campaign at the right costs. Once media is chosen you must check to see that your target audience matches up with what you have chosen for your marketing campaign. It’s rather ineffective, not to mention a waste of money, to keep running that ad for beef in Vegan’s World Weekly.

Sure, it’s an exaggeration, but poor choices like this happen all the time when it comes to marketing campaigns.Along with the confidence of knowing that your message is in front of the right people, another benefit of being well versed in different advertising media includes knowing up and coming new platforms (think mobile apps). This perk will give you a huge edge over your competition.
Once target audience and media are determined, the next step in a successful marketing campaign is creative.

Creative can make or break a campaign. Good creative screams “buy me!” Bad creative. Not so much. Slapping an over ripe, bruised tomato on your new vegetable juice ad isn’t going to convince anyone to drink healthier anytime soon. It’s also important to keep your creative appropriate for your message, your media, and most importantly – your audience. Another tip is to add the word “consistency” into your creative dictionary.

As mentioned previously, a successful advertising campaign should involve numerous media outlets (e.g. website, online and print, perhaps a little radio). Some Medias are visual while others are audio. Some of your ads will breathe on paper while others will live inside your monitor. But no matter where you ads are found, it is important to keep the creative, message, etc. similar. If you have hot pink bunnies hopping around your ad on page 5 in local, you best have them doing likewise on that online banner ad.

Now that youraudience and media are researched and creative is finalized, it’s finally time to launch your campaign. You figure since you’ve followed every appropriate step to ensure that your ads are appealing, consistent and running on the right media in front of the appropriate audiences that your work is done, right? Wrong. The final and ongoing step to running a successful marketing campaign ismaintenance. Maintaining your marketing campaign involves analyzing the campaign to see what is and isn’t working as well as keeping your creative and media choices fresh and appropriate to the times. You will want to practice good housekeeping throughout the entire life span of you marketing campaign.
The previous steps may seem tedious and daunting, but consider this. The steps to creating a successful marketing campaign are similar to the ones you took in creating your one of a kind product. Think of your marketing campaign as the final and most important step to the completion and success of your product.

The droves are waiting.

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Category: Marketing
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