A marketing campaign can make or break your brand. Nail it and your sales and revenue will soar. However, on the other hand, get it wrong and you can cause immense damage to your reputation. It’s crucial the you plan your campaign correctly. After all, they can be expensive, especially if they’re ineffective!
There are many options available to make sure you get the most from your campaign, including managing and monitoring your campaign. However, before you get to that stage and reap the rewards, it is very useful to look at how other industries and brands have mastered their advertising. Here, we look at successful campaigns and what you should take away from them:
Social media has become a great tool, especially for companies who can’t afford to splash out millions on short television ads with celebrities in the way the likes of Nike or Coca Cola have done. However, while you may feel humour can grab a user’s attention, you must be careful. According to research, only a third of consumers feel compelled to purchase a product due to a brand’s humorous social media campaigns.
Instead, focus on offering promotions and being responsive. Respectively, 46% and 48% of respondents lists these as being reasons to buy a product. ASOS were one company who successfully managed to be responsive. By taking to Instagram and starting a hashtag campaign (#AsSeenOnMe), the company invited their seven million followers to share their latest purchases and in return gave them the chance to be shared on the brand’s accounts for huge exposure.
Not only this, but they also use influencers in their campaigns, building genuine relationships with the public. If you have an active and prominent social persona, you should definitely follow ASOS’s guide and develop such strategies.
Billboards can be another relatively cheap way to market your brand. Two weeks’ exposure on a busy UK high street’s bus stop could cost in the region of £300. For a regular 48-sheet hoarding, you’ll be looking to pay approximately £200 each week.
For a billboard ad to work well, the messaging should be concise, with eight words a good rule of thumb to follow. Including a human image where possible is a good way to grab the public’s attention as people are drawn to this. A good example of this was Formula Toothcare. By playing on its slogan ‘builds strong teeth’ the billboard pictured a man biting up the advertisement to show how strong his bite was. The realistic-looking design which looked to show ‘broken metal’ was eye-catching, which ensured it had a strong delivery to its intended audience.
Leading on from Formula Toothcare’s billboard campaign, the slogan is the most memorable part of your campaign. McDonald’s has ‘I’m lovin it’ and this worked because it was short and catchy. Your slogan is used to ‘tell’ your customer something. Subway is another example. Their ‘Eat fresh’ tag line allows consumers to recognise that the company used fresh ingredients. The same goes with Tesco and their ‘Every little helps’ line. This indicates that the supermarket is proud of their cheap prices.
They are crucial because they can help create a lasting impression and can be used to gain credibility with your customers. Nike’s ‘Just Do It’ campaign, created in the late 1980s is still present today. This campaign began when the company was predominantly for marathon runners and sales sat at $800 million in 1988. By 1998, their sales had surpassed $9.2 billion and the short and sweet slogan is known worldwide and is a statement we can all relate to.
While it can be very costly to place a tv advert — it can cost up to £30,000 for a 30-second ad at peak time on ITV — it can be a very effective method to get your brand noticed.
The festive period wouldn’t be the same without the Coca Cola truck appearing on our screens. For many, Christmas excitement begins the first time they see the advert. This excellent use of marketing has been running for over 20 years, although their festive advertising actually started in 1920. Having this much influence over a season shows just how well a marketing campaign on television can be.
Some adverts are more memorable for other reasons. Take the Renault Megane advert in 2003, for example. It was controversial to say the least. While it prompted 139 complains to the television watchdog, it’s still one of the most memorable car ads of all time. Its Groove Armada soundtrack referred to the model’s new ‘rump’. This use of a catchy backing song and its play on words proved popular and certainly had people talking. It proves that sometimes thinking out of the box and being a bit risqué can be beneficial, but it certainly is a fine line.
When you are in the early planning stages of a marketing campaign it’s important to carry out a detailed competitor analysis. By doing this, you can compare what works, as well as what doesn’t, and stand your brand in a better position to know what will be a success. Don’t be afraid to praise your competitors and use their experience to help better yours!