How To Develop A Kick A** Marketing

Campaign5 February 2014

Alison JobsonStraight Marketing

7 Steps to success

• Plan • Execute• Measure

Step 1Set your objectives (SMART)• What do you want to achieve

with your campaign?• Raise awareness, target a

new market, launch a new product, secure new sales?

Step 2Define your target audience• A mass marketing, one-size

fits all approach to your campaign will be ineffective• Understand who you want to

communicate with

Know your target audience

• Known for everyday basics

• Existing customers didn’t want ‘hip’

• Withdrawn after 2 days due to customer backlash

Introduced new logo to appear more ‘hip’

Step 3Decide on your message• What is your key message?• What is your unique selling

point?• A point of differentiation will

help you stand out

Unique Selling Point

30 minutes or less or it’s freeWhen it absolutely, positively has to be there overnightNever knowingly undersold

innocent“100% fruit”

The Donkey Sanctuary

Unlike other adopt schemes donors can visit donkey & build a relationship – “Lifetime of Memories” campaign

USP used as basis of a campaign for Adopt A Donkey

Weak message

“The weather does lots of different things and so does the Post Office.”

Sponsorship of Channel 4 News weather slot

Inconsistent message

• Message reads: “Unison South West

there for you020 7121 5620”

• i.e. “There for South West members.. In London..”

Unison pen

Confusing message

What message is this giving? Find out more here

Really?

Step 4Select your marketing tactics• Will be determined by

budget, target audience and time frame• Integrated campaigns are

generally more successful

Marketing tacticsAdvertising

Public Relations

Sponsorship

Digital

Events & Exhibitions

Direct mail

Telemarketing

Step 5Time your campaign• How long will the campaign run?• Think about running campaigns to

boost season dips in sales• Tying in with a national awareness

day or holiday can be very successful – e.g. Valentines Day, even if there isn’t an obvious link

Ikea

Devon & Cornwall Police

Spotify• Invited people to

create and share a special playlist for their loved one for free

• Gave lots of potential users a taster

• Raised profile through the social sharing

Virgin Mobile

Step 6Check, check and check again• When your campaign goes

live you want it to be the best it can be• If you’re running a promotion

make sure you can fulfill it

Free flights• Early 1990’s• 2 free flights to

Europe with minimum £100 spend

• Overwhelmed with demands they couldn’t fulfill & numerous claims against them

• Cost £50 million

Price match• If you bought

something in Asda cheaper, Tesco would pay difference 2 x over• People scoured

shops for cheaper items & shared strategies online• Cost Tesco an

‘undisclosed’ sum

2011 Price war with Asda

Free coffee for a follow

• Free coupon/sample for a social media follow• Depleted

supply of free k-cup packs after only 3 days

Check the hashtag

Susan’s Album Party or Su’s Anal Bum Party?

Check spelling

Use QR codes with caution

Check grammar

Check the address book

• Sent email to people who’d cancelled asking them to reconsider & offering a sweetener

• Sent to 8 million subscribers instead of 300 it was intended for

• Naturally subscribers were not amused nor impressed with the incentive being offered

Step 7Monitor, measure and evaluate• Marketing is not an exact

science, sometimes trial and error• Well help you make informed

decisions for future marketing spend

Measure

Virtual phone numbersLanding

pages

Campaign tracking

Seek feedback

Promo codes

CRM

The best job in the world

• To raise profile of Great Barrier Reef islands

• Cost A$1 million• A$70 million in

global publicity in the first month alone and A$200 million overall

Queensland Tourism Board

50 Things to do before you’re 11 and 3/4 National Trust • To increase

membership & excite a younger audience

• 13% awareness in the UK

• 16 stories in National Press, 7 TV, 26 radio hits (300 million OTS)

• 37 million opportunities to see on social media

• 42,000 interactions on social channels

Irish Cancer Society• Personalised thank

you card sent to donors

• Reduced pre-Christmas subscription cancellations from 1 in 4 to 1 in 6

• Cost just 1000 Euros

Taylor Wessing - TechFocus

• Identified a range of services that were important to Tech City & packaged them

• Opened an office in the area

• Created TechFocus portal

• Supported by PR, events & social media

• Over achieved a challenging revenue target by 50%

Local marketing campaign

• Straight Marketing campaign for a dental client

• Short term promotional offer - promoted via windows posters, local press advertising & flyers handed out in goodie bags at a carnival event

• 47 new private patients signed up in 1 month

Need help?For a kick a** marketing campaign contact us:

Visit: www.straightmarketing.co.uk

Email: info@straightmarketing.co.uk

Call: 01395 260791Download a sample marketing

plan here