131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights {nto shwww.smartinsights.com/membershipistartup-business-membership/?u=18iso=GB#ipricingGrid) $ Huy, fast track your business with up to 50% off memberships, don't delay offer ends today! 0 oO reating a successful marketing campaign takes time, energy, and resources. There are often wider teams involved to ensure the campaign works and generates the required results. ‘Sometimes things go wrong and it’s often for the same reasons: lack of planning, preparation and understanding. As we have consulted and trained with many businesses over the last 20 years, we have seen many different mistakes which result in disastrous campaigns. Yet there are some common mistakes we see that are often repeated. Some examples are summarized here so you can avoid history repeating itself in your organization. About the author Annmarie Hanton is the Smart insights expert commentator on online and offline _ marketing strategies for business. Annmarie is the MD of Evonomie (htip/www.evonomie.nel/)and author of Quick Win Marketing (http:/www.quickwinmarketing.com/), and co-author of Quick Win Digital Marketing (https://itunes.ay marketing/id355870514?mt=8). She runs social media workshops in the UK and Ireland and shares marketing tips and news in her blog, B2B Marketing {httpsi//business2businessmarketing,blogspot.com/). You can follow Annmarie on Twitter, (htips:/twitter com/annmariehanlon)or connect on Linkedin, (bttpsi/uk.linkedin,com/in/annmariehanion), 1. Unclear campaign goals One of the earliest steps in the campaign planning process is setting clear goals for the campaign. It is important to make these as specific as possible while planning in order to be able to accurately assess the campaign once it has been completed. You may find that your brand reaches an audience you hadn't intended to when you start, but it is essential to establish the initial aims of your campaign in order for your KPIs and metrics to be fully understood after the campaign has finished How do you decide what to set as a campaign goal? Use our VQVC model to ensure you are steering your campaign messages and content towards metrics that will have an impact on your business, rather than ‘glamour stats’. After all, how valuable are page views when none of them lead to sales or mailing list signups? hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! ser131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights (QVC stands for: $ So (9 Volume: Improvement of unique visitors to your site, brand or campaign mentiofs in social ” media, growth of social media following, increase of relevant backlinks to your site. Qual (through sources such as email, banners, and PPC). Proportion of visitors that interact and convert to lead or sale due to your campaign Value: Sales and profit value, revenue per visit, goal value per visit. Cost effectiveness: Cost should be compared to campaign media investment to calculate Rol. So what should I do about it? Use the SMART framework to create objectives that you can easily plan and assess performance against. SMART stands for objectives that are: Specific Measurable Actionable Relevant Time-bound kg 2. Failing to plan for change Over the last decade, we have witnessed new technological developments at a galloping pace. | remember companies asking me in 1995 if they really needed a website as they had a ‘very nice brochure’. Today it’s impossible to conceive a new business idea without considering your digital footprint, yet so many, well-known companies have done this. HMY, the UK music distributor ignored warnings about how music downloading and distribution was changing. In 2013 the firm went into financial administration. The original team left and a new buyer emerged and the business retumed as a reinvented brand, offering a wider selection of ways to access music and film — which is what they should have been doing. At the close of 2018, HMV again sat on the brink of collapse as the rapid increase in on-demand streaming platforms hit their sales, particularly at Christmas. In just over a month of being in administration, HMV was hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! arr131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights agguired agein, Canadian firm, Sunrise Records, plans to repeat growth strategies use in their ¢ Sc stores as well as capitalising on the vinyl resurgence. As of the time of writing thi esPite having to close their physical stores temporarily during the pandemic, HMV is till oper Eastman Kodak, typically just known as the film company Kodak, hit a stock price of over $94 USD in 1997. The company was so successful that it believed its brand would counter the digital revolution without having to adapt to change. Looking forward nearly 25 years, to June 2021, the stock price sits just below $9 and the company has re-emerged as a technology company creating ‘products and services for commercial print, packaging, publishing, manufacturing and entertainment.’ Kodak stock price chart Companies that fail to adapt to the market have always failed, Within our digital environment, it is more obvious and easier to track when errors are made, The three common denominators between these two companies include: Over-confidence in the brand equity Failing to understand how the customers had changed The lack of planning So what should I do about it? A PESTLE analysis (https://www,smartinsights.com/marketing-planning/marketing-models/pestle- analysis-model/) provides an early waming system of changes in the market, especially when combined with a TOWS matrix (https://www.smartinsights.com/digital-marketing-strategy/online- business-revenue-models/marketing-models/) which illustrates strategic options and is one of the essential marketing models in our free guide. hitps:wwn.smartnsighs com/advce!0-marketing-campaigr-planning-mistakes! ser8131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights ¢ mended resource: Digital strategy toolkit gS ) 0 AIMING FoR DIGIT @xq, Monitor the market to ensure your team’s eg NEE knowledge is always up to date. Better still, explore the digital strategy toolkit (https:/iwww.smartinsights.com/toolkit/digital-marketing-strategy/)to ensure your organisation has a clear and further vision of its market and its customers and doesn't fail Access resource (https:/www.smartinsights.com/toolkit/digital-marketing- strategy/) 3. Lack of brand integration Brands have a wealth of channels to communicate with customers through, but with each new page, social profile or email, the more important brand integration becomes. You need your brand image to be uniform across every channel you utilize to ensure your brand ideas and messages are communicated clearly, removing any doubt that customers are dealing with your company, rather than one of your competitors. British Airways appear to have separate teams managing their website and social media pages as there is little consistency between their online communications. Let's explore some examples. The BA website shows a destination. hitps:iwwn.smartnsighs com/advice!t0-marketing-campaigr-planning-mistakes! arrsyst, 449 10 marking campaign planning mistakes | Smart sgh — ‘ 8 ZATARWAS SD Q 2.00ffF¥ (Det Bok Nee He A a ge Mec inate ons British Airways website As a corporate page, perhaps the LinkedIn page would be a litle different, but it doesn’t even use the same logo style and doesn't bother to add a banner image. British Airways Linkedin page ‘The Facebook page uses the same logo as on the Linkedin page, but that’s where the similarities end. It features a video banner, as supported by Facebook pages, but it features graphics that do not fil the British Airways aesthetic on any other channel. To top it off, the banner ends on the logo from the company’s homepage, but the Facebook page itself uses the logo from the Linkedin page! hitps:wwn.smartnsighs.com/advice!10-marketing-campaign-planning-mistakest ser131/22, 4:49 PM 10 marksting campaign planning mi 0 ==> BIRL SH AIRWAYS Bich Airways © ma ey pa sea |S ——— eee ons Coe = connate 2 eee ren ort Tae 5 piace ima Sane Brrr we British Airways Facebook page ‘The Twitter page (if you find the right one) also uses the same logo that's used everywhere except the website. Another plane going in a different direction and the profile image covers the other social channels being promoted. [OL Tey. SLOVENIA hitps:twwn.smartnsighs.comfadvice!10-marketing-campaign-planning-mistakest err731/22, 4:49 PM 10 marksting campaign planning mi 3” Airways Twitter page 0 fe Instagram page bears very litle resemblance to any other parts of the online idengjtes. noe (Qame logo and a connection to Twitter, but that's it. This demonstrates a lack of integration across all channels, G | Snstagran. ao british_girways° [EEE El ~~ VOBSposts 769K tollowers 181 folowing British Airways Where wal you dscover next? Shere your ravel photos using #FH/BA. Customer service query? Just tweet us @Brish Aways Da.ukiFiyBA British Airways Instagram page We've spoken about the integration between traditional and online communications (https:/Awww.smartinsights.com/digital-marketing-strategy/businesses-successfully-integrating-digital- traditional-marketing-chartoftheday/) before. British Airways is a great example of a complete failure in integration. This may be due to several teams being located in different buildings that are managing different parts of the online estate. It may also be due to different responsibilities. It may be due to issues between departments. Either way, they are failing to coordinate efforts, communicate and share the imagery. So what should I do about it? hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! rer131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights gration provides greater authenticity and a seamless experience for the user. The 4Cs for 0 (podelsidcs-marketing-model)) provides a useful audit checklist when applied to both our online anc offline assets, It enables you to benchmark your competitors and conduct a digital marketing audit on your business to assess if there is there clarity and consistency, which leads to credibility and competitiveness. Strategy Recommendation: Integrating sales and marketing Larger organisations have different challenges with managing their internal sales and marketing teams, as well as liaising with agencies. Plus, it's likely they are delivering different content for different audiences. 4. Failing to understand the international audience You would imagine that businesses would realize by now that they need to understand their audiences. Ata time where laser-focussed targeting is available via social media such as Facebook, Where you can drill down into your audience's gender, age, location, and even their favourite TV programme, you might be misled into thinking that the biggest brands would ensure they had access to excellent insights and research. The truth is quite scary and shows the opposite. One of the biggest drinks brands in the world, Coca- Cola, totally missed the mark on the major political implications of one of their marketing campaign. Coca-Cola typically aim for ‘one size fits all’ ad campaigns. Their universal campaigns, such as the TV ad showing the Coca-Cola truck arriving before Christmas, tend to feature images and music, no words, so they can apply in any geographical location. In Russia, Coca-Cola has long been portrayed as a symbol of the West, with feelings of hope, fun, and freedom. In 2016, the product, along with many other Western goods, was banned as the country tried to reduce foreign imports, Trying to connect more with their customers in Russia, they created a special New Year's card showing a map of Russia to share However, the map was out of date and ignored the Russian annexation of Crimea. Launched in 2006, the Russian based social networking platform VK (previously VKontakte) saw its members complaining and a boycott started. hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! ser131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights ’ NEVER : Carbola Join the boycott VK Members in Russia: call to boycott of Coca-Cola - 2016 As a result, Coca-Cola had to reissue the map, However, this made matters worse. Crimea is in the Ukraine and the annexation by Russia in 2014, has divided the country, with those for and against Russia's actions. The pro-Ukraine, anti-Russian audience tweeted to show their distaste for Coca- Cola. hitps:wwn.smartnsighs com/advice!t0-marketing-campaigr-planning-mistakes! ear731/22, 4:49 PM 10 marksting campaign planning mi 8 Ta Team of ZinaPortnova tk — &> Follow Fo eee 0 (9s | Smart Insights Zn_Portnova @AndriiOlefirov @CocaColaCo @CocaColaCo_RU #Crimea is #Ukraine #StopRussianAgression Coca-Cola boycott tweet example The whole incident became a firestorm. Politicians got involved, official letters of apology were issued and red faces all round. Coca-Cola blamed an outside agency! As Coca-Cola wrote in an apology letter “We removed the social media post as soon as we became aware of it.” Clearly, the American company was not paying attention to world politics ? So what should I do about i If you are working in other countries, you need to know something about the country and to be sensitive towards political issues. Speak to your in-country teams and get their advice on any creative assets being produced, especially if a campaign is intended to be humorous or ‘tongue-in- cheek’ — what is deemed acceptable varies greatly depending on the country you're targeting, 5. Failing to be aware of data use awareness Since the first recognized social media platform, SixDegrees, started in 1996, we've witnessed a constant evolution of platforms, applications and functionality. hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! sor131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights te media platforms collect masses of data on their users and because of this, one fact. 0 ircraaee's the terms and conditions. They have become seriously long legal documents. C ne years many companies have tried alternative approaches to encourage better understanding the T&Cs Some years ago, Google changed its T&Cs with the note at the top to try and encourage its users to really read the content “We're changing our privacy policy and terms. Not the usual yada yada. Learn more". If you're in business it is essential to know how data management laws affect you, especially in the wake of the General Data Protection Regulation (GDPR) being implemented on May 25" 2018. The UK insurance company Admiral scored a home goal and ignored the rules. They developed an app which was innovative and aimed at younger drivers. The app would be available via Facebook and its aim was to reward better drivers. Using ‘content analysis’ within the users’ comments, this would also make them aware of individuals who represented a higher insurance risk, due to the tone and style of language used. ‘As a business owner or manager you might be thinking ‘Wow! Why didn't anyone else do this?’ But there's a good reason that this concept has never been launched before. Facebook won't allow companies to facilitate sales decisions based on specific personal data. In the face of widespread public pressure and all the news media expanding the story, Facebook disallowed the app and all the development costs were wasted. It may be that Admiral considers an alternative path and explores this again in the future. You can read the full story on Admiral here (https://www.smartinsights.com/customer-relal management/customer-privacy/uk-insurance-company-banned-accessing-personal-facebook-data/) So what should I do about it? Consider the following questions when it comes to data management: 1. Where do you collect your customer data? 2. What data do you collect from your customers? 3. How much of that data do you use? 4. Do your customers know that you collect and use the data in the way you do? 5. When do you delete that data? 6. Who do you share data with? 7. Does your privacy notice accurately reflect how you use data? hitps:wwn.smartnsighs com/advce!0-marketing-campaigr-planning-mistakes! wer8131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights 8 Strstsgy Recommendation: Handling customer data 0 You should review how your organisation collects data and how it uses data. Be aware of privacy and the wider rules and policies governing data 6. Not understanding social media 2017 saw the inauguration of the 45" President of the United States. Whilst many were surprised, the last three elections in the USA have been won on social media. This time it's likely there were other issues, but looking at the Twitter accounts of Donald Trump and Hilary Clinton, it's easy to see how Trump gained more traction. Back in 1992, whilst at Stanford University, Jonathan Steuer was exploring virtual reality. In his paper “Defining Virtual Reality: Dimensions Determining Telepresence” he wrote about two dimensions of ‘telepresence’ (that's about the feeling of being really there, from a distance) vividness and interactivity. Since then many researchers have explored these two areas and one conclusion is that the greater the vividness and interactivity, the greater the connection, Hillary Clinton joined Twitter on 9 April 2013 whereas Donald Trump joined some years before on 18 March 2009. There is an idea that the more tweets, the more followers. When | extracted some tweets for analysis, this showed that the Clinton team issued more tweets, on average 11 per day whereas the Trump team posted 9 per day. When it came to replies and retweets, the Clinton team were more active posting an average of 17 a day compared to Trump's 10. So it's not about the volume of content. Trump had over 21 million followers against the 12 million for Clinton. So why did he gain more followers with fewer tweets? That's where we go back to the idea of vividness and interactivity. Let's explore some examples. The team Clinton Twitter account is run by others and we're aware that “Tweets from Hillary signed — H’. Notwithstanding this, the errors with these are: Using the third person When you're a student it’s essential to write reports in the third person. It provides an objective stance and takes away the emotion, With a Twitter account you would do the opposite, yet Hilary is spoken about in the third person. The odd thing is that meant to be her twitter account and yet this emphasises the distance between Clinton and her audience, removing interactivity. hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! sar731/22, 4:49 PM 10 marksting campaign planning mistakes | Smart Insights 8 Hillary Clinton © Hillary's live in Cleveland talking about what we need to do to move our country forward. Watch here: abcn.ws/1eC6FpC 73307 ER BOSOP Tweet by Mrs. Clinton's Team Hillary Clinton ® == With just 8 days until Election Day, Hillary is speaking in Ohio. Join her live: abcn.ws/NWCI1V 30 64706 WE SSORBRNS Tweet by Mrs. Clinton's Team Twitter isn’t a report Once again, as a student, you'd be expected to add quotes into speech marks, so that you weren't committing plagiarism. in Twitter you say it as itis and if you want to credit the speaker, the usual format is via @TwitterName, Strangely some of the Clinton tweets are put into inverted commas, speech marks - why? This appears to be adding quotes to Twitter and again this shows its not really owned by Hillary, further removing interactivity. hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! srr131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights 8 rs j Hillary Clinton oO "| took a break from my rigorous nap schedule to be here." Catch up on Hillary's best lines at the #AISmithDinner: The 12 best lines from Hillary Clinton's roast of Donald Trump at the Al Smith... Many people are saying she was hilarious. Tweet by Mrs. Clinton's Team Tweets lack vividness There's a hierarchy of tweet vividness, which ranges from simple posts with some words, to more vivid content with a combination of video, images and words. The Clinton tweets were largely posts and some links. Frankly, the content was dull. hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! arr731/22, 4:49 PM 10 marksting campaign planning mistakes | Smart Insights some $ Hillary Clinton ® Ea Yo 0 HillaryCiinton Targeting police officers with violence is unacceptable. My heart breaks for the loss these families have suffered. -H USA TODAY Jose Gilbert “Gil” Vega was two months away from retirement. Lesley Zerebny had recently given birth to a baby girl usatly/2dWOQ1wa ited nme ‘Tweet by Mrs. Clinton's Team 0 Hillary Clinton ® Ea ; Where was this kind of comedy last night? Donald J. Trump (22alonals frum The results are in on the final debate and it is almost unanimous, | WON! Thank you, these are very exciting times. sore 1345737 SOSRBRELER ‘Tweet by Mrs. Clinton's Team If you compare the Clinton tweet content to the Trump team, they also added simple posts, but the language changed with UPPERCASE, use of hashtags and exclamation marks for dramal hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! srr13122, 449 PM 10 markting campaign planning mistakes | Smart nigh 8 son Donald J. Trump © Follow Bo Today | introduced my Contract with the American Voter - our economy will be STRONG & our people will be SAFE. donaldjtrump.com/press-releases ... ee ek TRUMP PENCE MAKE AMERICA GREAT AGAIN! 2016 or 253 AA BRGBeMS 40 PM- 22 Oct 2016 Donald Trump tweeting, using caps @ Donald J. Trump © 2+ Follow F @realDonalaTrump In order to #DrainTheSwamp & create a new GOVERNMENT of, by, & for the PEOPLE, | need your VOTE! Go to VOTE.GOP- LET'S #MAGA! 232 2574 HP®BOO2O88 6 from Virginia Beach, VA hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! s6n7731/22, 4:49 PM 10 marksting campaign planning mi =" Trump tweeting, using caps 0 ie vividness increased with photos added direct to Twitter and invited followers to mget at oe (Blus the language was also vivid, provocative, and inflammatory, so much so that even non- supporters watched the tweets. @ Donald J. Trump & 2: Follow realDonaldTrums Leaving West Palm Beach, Florida now - heading to St. Augustine for a 3pm rally. Will be in Tampa at 7pm - join me: donaldjtrump.com/schedule/regis ... 3 762 2017 ABO SHROBE 6 from Palm Beach International Airport (PE!) Donald Trump tweeting, using imagery Team Trump also added many videos and links to the social media such as Facebook. This adds further engagement as everyone in the photo is sure to share, post and re-tweet, Harnessing the crowd is a clever concept. They do the work for you. hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! ser131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights oi Donald J. Trump 0 Foljow Thank you Naples, Florida! Get out and VOTE #TrumpPence16 on 11/8. Lets #MakeAmericaGreatAgain! Full Naples rally: facebook.com/DonaldTrump/Vi ... Donald Trump tweeting, using video It seems as if the Clinton team failed to make the leap to digital transformation. They relied on tried and tested methods of campaigning that worked in the past. But the world has changed. Trump's team saw first-hand what they needed to do and it's clear that Trump managed his own social media with several public rants. The rants demonstrated he could use the platform and was connected to the audience and if anything, amplified his reach far beyond the USA. If your team is struggling to harness the benefits of social media it may be that they're not using it in the right way and are trying to apply traditional methods to digital channels. It may be that you need a digital transformation plan. So what should I do about it? hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! sen7131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights lence hase. To conduct a digital audit see our Digital Marketing Models Guide 4 ides/digital-marketing-models/) which includes fram@works an Sigrt with a competitor audit. Explore what they are doing across social media so that there is be 290) Mindtools to create digital audits, strategies and plans. 7. Over-protecting a brand The 2016 Olympics saw increased intellectual property rights being developed, so much so that there was confusion about who could and couldn't tweet using the hashtag #Rio2016 (https://twitter.com/hashtag/tio2016). Some years ago, Victoria Beckham is said to have explored trademarking her name. When she discovered this meant she could no longer be mentioned without her permission, she realized news coverage would decrease significantly, so abandoned any plans that may have been put into place. The Olympic organizers were trying to stop businesses profiting from association with their brand but as a result, there was general confusion and ordinary people avoided using the hashtag. A parody account called @Rule40 started and warned people when they were infringing copyright and Twitter started deleting #ri02016 tweets as it breached copyright. In London in 2012 the #London2012 (https:/twitter. com/hashtag/london2012) generated more than 150 million tweets within 16 days. #Rio2016 (https://twitter.com/hashtag/tio2016) generated more than 187 million tweets, that's 37 million more or a 24% increase yet smart phone ownership in the same period increased by more than 30%. People were afraid of using the hashtag and most-visited page was one from the BBC about how to or not to use the hashtag So what should I do about it? If you want greater engagement, don't over-protect the brand. Does it really matter if a few small businesses take advantage of an international event? Focus on the bigger picture, rather than spurious and irritating action, that exclude the real audience. Recommended resource: Digital branding and brand storytelling It you're responsible for a major brand and want engagement rather than exclusion, you probably need to explore two of our expert member guides, Digital Branding and Brand Storytelling which are part of ourDigital Branding toolkit (https:/iwww.smartinsights.com/toolkit/digital-branding/). Access resource (https:/www.smartinsights.com/toolkit/digital-branding/) 8. Using digital media like traditional media hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! ser131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights te! media provides a different platform from traditional media yet many companies continue, ly the e2rre old rules to digital. 4 0 0 (One example is British Airways and their use of Twitter. British Airways used to issue a daily weather report, which was clearly computerized. If you are a nervous passenger, do you really want to know if it's wet and windy? But it's deeper than this. How does a daily automated weather update contribute to the brand? British Airways (ii 491 I's cloudy across all London's airports with rain forecast throughout the day. Have a great flight & stay dry! [08:50GMT 28JAN] British Airways (80 It's a frosty start across London's airports today. If you're travelling with us, we'll see you on board! [07:46GMT 27JAN] British Airways Twitter weather updates British Airways’ responses to customers are lengthy. Instead of adopting clipped content on Twitter, the team are speaking to the customers in formal and formulaic language. Look at the example here. The responses are so long that their responses are 1, 2 or 3 tweets, hence the ‘1/3’, '2/3' and ‘3/3' Then explore the language further: ‘f this hasn't arrived due to the incorrect email being added’ that's 61 characters whereas ‘ops, perhaps wrong email?’ is just 26 characters. In the earlier tweet 2/3 the response from BA is ‘There is an option to edit your contact information here, You can also request a duplicate e-ticket’ that's 99 characters and could have been just 43 - over 50% shorter — with ‘Edit your info and get a duplicate e-ticket". hitps:wwn.smartnsighs com/advie!t0-marketing-campaigr-planning-mistakes! 2or7131/22, 449 PM 10 marketing campaign planning mistakes | Smart insights $ <6. British Airways St) EN if this hasn't arrived due to the incorrect email Using 0 : : —«V—mas._ added. We hope this helps(2/a Nplaire gedhey British Airways SiGe MEE Vanace My Booking, There is an option to dit your contaet information here. 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