Campaign Fundamentals

Campaign Fundamentals

In this section we look at the Campaign Fundamentals which are the building blocks on which cost-effective and practical marketing stands. 

A campaign is a short to medium term initiative with a Business Purpose shaped by the Marketing Strategy e.g. Clear 100 units of blue widgets in January.

A Campaign is made up of:

  1. A clear Business Purpose
  2. One or more intended Customer Categories
  3. A Key Message (incorporating intentions, needs and wants)

A campaign is expressed by one or more Marketing Tactics.

Without a clear Campaign Brief, you can easily waste a fortune telling the wrong people, the wrong message in the wrong channel at the wrong time – all the while, believing that it is money well spent.

  1. WHAT? – the compelling message?
  2. ACTION? – call to action
  3. URGENCY? – sense of urgency
  4. HOW? – using what channel e.g. papers, radio, social media?
  5. HOW LONG? – what time frame?
  6. HOW MUCH? – what is is costing?
  7. RESULTS? – what were the results?
  8. LESSONS? – what can you learn for next time?

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