A successful marketing campaign is an excellent way to enable a brand to identify its core values and communicate those values with its audience. Here you have a real opportunity to get creative with the way you engage with prospects.
Marketing campaigns have to be carefully thought through, planned and coordinated, and should meet with specific criteria to ensure the best possible results. And then this boring-sounding part needs to be matched in equal measure with creativity.
The best marketing agencies in London like ZAK know how to nail down these critical points to produce effective and impactful campaigns. So here are a few of the must-haves for any successful marketing campaign.
They Have a Clearly Established Goal
Sticking to the right direction and plan is vital for a marketing campaign to succeed. As a creative bunch, it would be easy to get a bit lost in the abstract and wind up in a cycle of never-ending (albeit fun) brainstorming. Rather, campaigns need to be purpose-orientated throughout. Goals should be established early on and kept in focus throughout the entire campaign coordination. But unfortunately it isn’t always as simple as working out the perfect plan and sticking to it regardless. There may be some surprises along the way, so it’s all about finding that perfect balance of decisiveness and flexibility. Plans may change, but the end goal should always be at the forefront of everyone’s minds.
They Understand Their Audience
What we at ZAK believe is that a marketing campaign can only succeed if it understands what engages the audience of that particular brand or product. The audience needs to be the first concern. It’s all well and good having the best product in the world, but not if you’re trying to sell it to the wrong people. Campaigns need to be well aware of what that audience like, don’t like, and understand how to establish a personal connection between the brand and that audience.
A successful marketing campaign also uses the media channels most likely to appeal to its audience. This is why ZAK set up its SELFHOOD network of under 30s, to get a constant flow of insight that moves at the speed of culture. This insight network provides a useful sounding board of culturally switched-on young people around the world to enable a unique dialogue that is simply unavailable to other agencies. SELFHOOD creates and tests frameworks for us, so we can see how to best engage with people just like them.
Outlets are Chosen Wisely
A website alone doesn’t cut it. Each new outlet is a unique investment for any marketing campaign. A successful campaign will identify the best channels to engage with the right audience, and focus their attention on making that outlet work for them. Between Facebook, Twitter, YouTube, Print, TV, and radio; each different platform can provide a marketing campaign with a plethora of avenues to express itself in a number of different ways.
As with identifying the right audience, selecting the right outlets is crucial. The content of the campaign becomes irrelevant if it is falling on deaf ears due to something as simple as mismanagement of outlets.
Call to Action
A good marketing campaign serves a distinct purpose. When all is boiled down, the true success of a campaign is measured by how well leads convert – whether that be through sales, subscribers or followers. The most successful marketing campaigns call viewers to action, which leads to conversions. This doesn’t need to be overly salesy to the point of being cringeworthy, but it does need to engage with the audience enough to inspire the want to make a connection.
The USP
A unique selling point is crucial to standing out in a crowd of indistinct, repetitive advertorial material. The best marketing agencies like us find ways to get creative to formulate a distinct USP. These make their campaigns stand out from the crowd – whether it is a bold artistic choice or a new way to engage with a channel. It’s important to find what makes your brand unique, and then shout about it.
Ensure Your Marketing Campaign Hits All the Right Notes
Don’t work in a vacuum. Follow the must-haves of all successful marketing campaigns to orient the success of your own. Be unique and creative, and funnel your energy and resources into the channels that work best. And most importantly, know your audience and the objectives you hope to achieve.
Are you looking for a Creative Agency that hits all these points to push your brand ideas and stay relevant to the next generation? ZAK is an independent agency based in London that can inform and design your campaign, from strategy to creative to implementation. Get in touch to grab a pint and have a chat.
