Learn about about the behind-scenes of successful marketing campaigns.
Marketing campaigns don’t have to be all about the product. Often the best marketing campaigns come from the ones that directly speaks to the consumer. Understand your target audience, the reasons why they have a need for your product and speak to that! Here at bdigital we take time to analyze your consumer and what you really need to grow your business! Contact us today for more information on how you can set a strong marketing campaign for your company.
Marketing campaigns may seem costly, and businesses often wonder if the cost is worth it. Here’s the good news – it absolutely is, if it is done right! A marketing campaign consists of strategic efforts to advertise a product, service or brand. Got a product with potential? Or a brand that you want seared into the minds of consumers? Do you have a company goal that is often unmet? Marketing campaigns connect different operations designed to bring about a particular result, targeting consumers from all different touch points – whether it is in stores, on social media or on the company website. A digital marketing campaign, done right has the potential to increase your brand awareness, and establish an emotional connection with consumers.
Tip #1: Connecting With Customers Emotionally.
Take for example Dove, with their Real Beauty campaign. An FBI forensic artist was hired to sketch two portraits of women – one of a woman describing herself and another described by another person. The difference was tremendous, highlighting the underlying issue of self-confidence. The difference it made? Dove doubled its worth to almost $4.5 billion valuation.
What did Dove do right? They understood their target customers, their true desires and worked towards that. Women are naturally more self-conscious and want to feel beautiful. Dove understood that and conveyed that brand message in a way that would make them understand their true beauty.
Tip #2: Find a Story!
If Dove was too big a company for you, take for example Thread Wallets. A start-up company in 2015, producing wallets that were thin, fuss-free and easy to carry around. The company grew from $140,000 to $4 million in only 3 years! Colby and McKenzie, founders of Thread Wallets attributed their growth to Facebook Marketplace and Facebook paid Ads. Promotional efforts on Facebook till today are huge, with the target audience identified, their products sell like hotcakes! Facebook served ads to people that were likely to purchase the product, and converted them into customers.
Their ad however, was no glamorous tale. It was an honest story of how the brand came to be, advertising the functionality of the brand itself. Want to capture attention? Find a story, identify your target audience and capture your brand message! What are you trying to sell?
Tip #3: BE AWARE!
While marketing campaigns can boost sales tremendously, the consequences of bad marketing campaigns are also deadly. In an ad campaign by Nivea in 2017, they went with the slogan “White is Purity”, for their ad caption “Keep it clean, keep it bright. Don’t let anything ruin it”. Their target audience was the Middle Eastern population, who did not take too well to the ad which appeared to be conveying the message of fair is beauty. The consequences? With 19 million fans globally on their Facebook page, the brand received backlash for the lack of sensibility. Nivea too had to apologize for their lack of sensitivity.
The lesson learned: in this day and age messages can be interpreted differently, when planning a marketing campaign, be sure to thoroughly vet it, as well as the target audience’s sentiments to ensure that there is minimal misinterpretation of the ad!