On Monday we looked at how marketing strategists delineate their market. Today we dive a little further to learn how they develop and build the campaign’s momentum. Experienced marketers do not approach advertising with a strategy to target everybody because they know they will face many obstacles. An effective marketing campaign is designed to clearly communicate a message to the right people through the proper channels in order to experience the highest level of profitability. In his book, The Ultimate Marketing Plan, Dan Kennedy (2011) explains that the most efficient marketers design their campaigns by determining precisely who the message is for, the best method of transmission and how often it is delivered (Kennedy, 2011). In short, the most successful campaigns include two important components to achieve the best results: (a) delivering a powerful message to relevant people, and (b) how often their messages are delivered to them.
In her webinar, Marketing What Matters, Dr. Meggin McIntosh (2015) explained that in order to plan an effective strategy to build moment in a campaign, marketers must keep in mind that audiences have a tendency to remember the beginnings and endings of events. Because of this, she suggests that they craft their campaigns carefully so that they make good first and lasting impressions.
Another component they should consider to help build campaign momentum, are the intervals in which they deliver their messages. If a message is delivered mid-month, for example, and then again six months later, audiences may not remember the original message. This makes it difficult for the campaign to build momentum.
Effective strategists know that marketing involves different kinds of time and energy. In addition to coming up with a unique campaign to stimulate a response, the most effective marketers include systems that keep record of actions, dates, follow-ups, and feedback. In other words, the more organized a campaign is, the better managers can assess how well the message was received to determine how successful the campaign is. The image below shows one example of a marketing strategy designed to build momentum by targeting their audience over a four week period including the intervals in which their messages are delivered.
That’s it for this today. On Friday we will examine Dr. McIntosh’s final strategic marketing practice which is focused on designing the campaign’s materials. Until then … stay organized!
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“The only unique contribution you can offer the world is to be who you actually are and no one else.” – Ashly Lorenzana
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References:
Kennedy, D. (2011). The ultimate marketing plan: Target your audience (Fourth ed.). Avon, MA, USA: Amazon Digital Services, Inc.
Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.
