1.

Set Objectives :

What do you want to achieve? What has triggered you to want

to run a marketing campaign? Do you want to raise overall brand
awareness, launch a new product into a new or an existing market,
tempt customers back to your company, or lift sales in a particular
demographic?

Setting campaign objectives has a key influence on what you do

and how you do it. Be specific too, and include any target figures you
or your Board would like to see – be realistic here, you won't generate
300 more customer leads if the market size for your product is
actually lower than that.

2. Set a campaign budget :

Obvious really. Consider how long you want your campaign to

run for – 12-18 months is a good length of time usually, depending on
the market and the audience.

3. Profile the market, the competition, and your audience :

Understanding the market context, the competition and your

target audience is the key to successful campaigns. When it comes to
your audience, segment them and prioritise them if needed. Talk to
existing customers about why they chose your product or service and
what they need. The insight gained from this step enables you to
shape and differentiate your offer.

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4. Shape your messaging :

What words will you use in your campaign? Use simple,

relevant and impactful messaging to get your offer across in a clear
way. Consider how your core message may need to be adapted for
each audience segment, and how you might build your messaging as
the campaign develops over time (particularly for longer campaigns
of 6+ months).

5. Develop a creative platform :

Creative brings a campaign to life. You might have the right

words, but if it's not presented in the right way, your campaign won't
grab the attention of your audience. Your campaign creative should
reflect your offer and the market insight, be in keeping with your
company's overall brand and be impactful.

6. Create a campaign plan :

How are you going to get your message out to your target
audience? Here, consider tactics and channels in line with your
audience's preferences and watering holes, and your budget. Are you
going to have a campaign hub, (for example a microsite) to point
leads towards? Weigh up whether to take a phased approach, rolling
out territories one after the other perhaps to test and learn firs
(depending on your resources), and switching up tactics and
messaging during the campaign to build the brand story and keep the
campaign fresh.

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 Also, look at roles and responsibilities within your team and
your partners, and be sure to include training or informing sales teams
or customer services if needed.

7. Implement, review and adjust :

Now, simple create the campaign assets you need to deliver the
plan (e-shots, direct mail, etc.), gather your data together, and roll out
the campaign. Throughout the campaign, monitor and analyse what's
working and what isn't, and make adjustments as needed. If you find
that one channel is delivering a lot more results than others, it could
be worth focusing your resources on that.

Get in touch if you'd like to know more about planning a b2b

marketing campaign. We've got a bit of experience. Before planning
a campaign, you should have an overall marketing plan for your
business, which itself aligns with your business plan. Campaigns are
great for focussing on a specific goal, purpose or audience segment,
but there are a few things to consider before you start.

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Definition :

 An advertising campaign is a series of advertisement messages

that share a single idea and theme which make up an integrated
marketing communication (IMC).
 Advertising campaigns appear in different media across a
specific time frame.
 "An Advertising Campaign is a series of advertisements
[consumer communications] and the activities that help produce
them, which are designed to achieve interrelated goals."
- Donal Parente

Origin of term :

 Fr. compagne, It. campagna – open country suited to military

maneuvers.
 Campaign – a series of military operations with a particular
objective in a war.
 Campaign – a series of organized planned actions with a
particular purpose, as for electing a candidate.

Military Campaigns :
"Victory is my objective, War is my strategy".
- Winston Churchill

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The Body of Campaign Creation :
 Account management (Soul)
 Creative services (Heart)
 Research and marketing services (Brains)
 Media planning (Legs)

Top 10 Advertising Campaigns :

1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
4. Nike, "Just do it", Wieden & Kennedy, 1988
5. Mc Donal's, "You deserve a break today", Needham, Harper
& Steers, 1971
6. DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948
7. Absolut Vodka, The Absolut Bottle, TBWA, 1981
8. Miller Lite beer, "Tastes great, less filling", McCann-Erickson
Worldwide, 1974
9. Clairol, "Does she... or doesn't she?", Foote, Cone & Belding,
1957

10. Avis, "We try harder", Doyle Dane Bernbach, 1963

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Indian Best Ad Campaign in Recent Times
 Fevikwik Todo Nahi Jodo
 CEAT Tyres : Keeping idiots at bay
 Kitkat Dancing Babies
 Mauka Mauka by Star Sports
 Nestle Coffee - #ItAllStarts
 Fortune Oil Ghar Ka Khana

Evaluate the Competition :

What makes you unique ?

Taking a look at your competitors is always illuminating. It may

also help you to define what makes you unique.

Who or what are you up against ?

Think about :

 Their name and logo

 The reputation you think they have
 First impressions when you interact with them
 Breadth of product or service and how it compares to yours
 What kind of marketing you think they are doing
 The type of customers you think they attract
 What they seem to be doing better than you
 What you do better than them
 What makes you different

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Learn what you can

What makes your unique ? Conduct A SWOT

Monitor and measure :

How Did We Do ?

Well done, You've done all the hard work and got a campaign out
there. Now it's time to look at what you achieved.

How do you measure the results ?

1. Did we meet the objective we set ?

2. Are there measurable items like coupons, or vouchers that are
directly linked to the campaign ?
3. Can I compare sales figures for the same period, year on year ?
4. Have I noticed a difference in sales activity on products
featured in the campaign ?
5. Have I noticed a change in the type of customers I am now
getting ?
6. Can I see if spend per customer has changed over the period of
the promotion ?
7. Was there more footfall/traffic/phone calls/bookings/online
visits during the period of the campaign ?
8. Did customers give any feedback on specific elements of the
campaign ?

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 9. Have we created a sustained change in business or was it a
short-term success ?

10. Did your campaign cost less than the value of the new business
it generated ?

Planning A New Marketing Campaign :

[]

1. Set Objectives [ ]

2. Research your customers [ ]

3. Evaluate the competition [ ]

4. Set a budget [ ]

5. Consider communication channels [ ]

6. Develop the right messages [ ]

7. Project the right image [ ]

8. Don't forget the legals [ ]

9. Monitor and measure [ ]

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Develop the right messages :
Effective Messaging :
The headlines, an offer, how you describe it and any deadlines you
use – can all have a huge impact on the quality of response you get.

 Remember who you are talking to

 Think about power words
 Why should anyone take notice
 Call to Action
 One big idea
 Build in monitoring where you can
 Grab attention, overcome obstacles
 Testing, Testing, Testing

Project the right image :

How To Say It :

The best messaging in the world won't work if it's presented poorly. A
photocopied message pinned to a pillar may damage your business,
where a designed poster could enhance it.

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Set Objectives :
Know What You Really Want

The key to successful marketing – like many other areas of business –

is knowing precisely what you are trying to achieve. That means
setting objectives.

1. Define specific goals

2. Include real figures
3. Commit to timescales

Define Your Target Audience :

Who Buys What ?

No matter what your business, it's essential you know who your
customers are and why they come to you. You can use this knowledge
to define your target audience.

Who are they ?

What do they like ?

Developing an Advertising Campaign :

Creating the Advertising Message
 Artwork
 An ad's illustration and layout

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  Illustrations
 Photos, drawings, graphs, charts, and tables used to spark
audience interest
 Layout
 The physical arrangement of an ad's illustration and copy

Set a budget :
How Much Can You Afford ?

Setting a marketing budget enables you to consider practical

campaigns, and stops you getting carried away with ideas that can
never give you a return on investment.

 Estimate the available market

 Work out the possible returns
 How much should you aim to make ?
 Be realistic about possible outcomes
 Take an annual view
 Consider Cash flow

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Consider communication channels :
How Are You Going To Reach Your Audience ?

There are so many ways to reach an audience. Advertising,

sponsorship, sales promotion, direct mail, public relations, word of
mouth. It's time to decide which might suit your campaign best.

 So many choices
 Start with the limitations

A Campaign Outline (JWT Structure)

J. Walter Thompson asks : Response :

i. Where are we ? i. Develop a situation analysis.

ii. Why are we there ? ii. Identify Problems.

iii. Where could we be ? iii. Identify Opportunities

iv. How could we get there ? iv. Develop message, media and

marketing communications

strategy and tactics.

v. Are we getting there ? v. Develop a plan to measure

(track) campaign effectiveness.

First impressions count A picture tells a thousand words

Be professional Testing, testing

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Get design working for you Quality production

Don't forget the legals :

Working Within the Law :

The golden rule when working with any promotional materials

is never knowingly mislead the customer. Only make claims on
promotional materials that you can clearly support.

Careful what you clam Leafleting, posters, on-street campaigns

Avoiding issues Legal issues on offers and competitions

Industry rules, local rules Be as clear as you can

Plan & Strategies :

 Who's going to manage all of this ?
 At the client, Director of Marketing
 Responsible for Marketing
 Usually sets Marketing Objective and Budget
 Agency is responsible for Advertising
 Good agencies seek to do this work for their clients
 At the agency, Account Managers :
 They are the link to the client
 They develop strategy – or lead development
 They manage the resources of the agency
 and, very often, they write the Plans
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 Agencies turn strategies into ideas
 And they turn those ideas into ads
 Creative people actually make the ads
 Copywriters and art directors
 Agencies turn plans into campaigns
 Clients and account management determine needs and budgets
 Media departments turn budgets and strategies into Media Plans
 To make plans and strategies work, a lot of people have to work
together.
 And that means they have to speak.

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