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Have you ever launched a marketing campaign yet it didn’t yield the results you envisioned?  Did you take the time to thoroughly research your campaign idea before executing it?  Important elements to a sound campaign encompass identifying your product or service and your consumers. What is the purpose of your marketing campaign?  Creating a strategy involves anticipating the future outcome, while making decisions in the present.  By developing a strategy, will help you stay on track with your goals, while creating action steps to achieve them. Have you considered the time it will take to manage your campaign?  Time is the most common factor that needs to be incorporated in your campaign to prevent it from losing its effectiveness.  So, as you plan your time, it should include the date your campaign will end. How do you determine if you marketing campaign have succeeded or not?  Measuring your progress is crucial!  Why? Google Analytics gives you rich insights into your website traffic and marketing effectiveness. Social Report, a social network analytics solution that gives you rich insights into your social space and marketing effectiveness.
In conclusion, by pre-planning your campaign allows you to target your market and track the results to determine your return on investment or (ROI). For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition.
Many marketing campaigns contain an overarching theme, which can be leveraged over extended periods of time with multiple variations, or different elements, to tell an entire story. Note: You can access guided campaign planning templates in our marketing planning and management app.
An example would be The Duck campaign launched by the American Family Life Assurance Company in 2000. Large consumer marketers like Alfac typically use ad agencies (both traditional media and digital media agencies) to design their campaign creative, handle the media buys, and track results. Campaigns can also be simple – using a single medium, with a single message and call-to-action. If you’re planning a group of campaigns for your marketing plan, it’s good practice to start with your annual goals and work backward to develop campaigns to meet those numbers.
With solid planning, a jolt of creativity, and a focus on measurement, you’ll be in a strong position for success. You focus on an offer and call-to-action, and you touch your prospects several times and follow up when appropriate.
You recognize the challenges in measuring results, but you do what you can; it helps you improve the next time around.
Your campaigns aren’t the most creative or the splashiest, but you’ve hit many of your marketing goals.


Since you stick with the same campaigns, year in and year out, it’s also difficult to figure out how to generate additional leads.
Your marketing programs tend to be reactive – suddenly you’re low on leads or falling short of your goals and you launch a campaign to fix the problem.
Since your programs don’t seem to work, it’s difficult to gain budget approval for future campaigns that could be better-planned and executed. Create a free account in our marketing planning and management web app for step-by-step guidance. Campaign copy and creative should always support your brand strategy and messages, even if you’re running a tactical lead generation campaign. Evaluate ideas and options (traditional sales activities, Internet marketing, social media, telemarketing, direct mail, email and publicity) to determine which ones are most effective for meeting a particular goal. With more specific targeting, you can speak more directly to the prospect and raise your response rates in the process.
If you include every detail about your offering, it’s easy for prospects to become overwhelmed. Be creative — your market is bombarded with messages daily, so grab their attention and engage them.
Your fulfillment processes can help or hurt your close rate, so be sure you outline your requirements. Even on a small campaign, you can evaluate your ad, your copy, your list or other factors before you spend your entire budget. Choose a subset of your list or two versions of an ad; test them in small quantities and choose the best one for rollout.
The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. It’s noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference. While the company had been in business since 1955, it had only a 12% brand recognition rate before the campaign launched. As a result of the long-running campaign, Aflac’s brand recognition jumped from 12% to 90%, and increased sales catapulted Aflac into a leadership position in the supplemental insurance market.
Complex campaigns leverage multiple mediums, use a sequence of messages over an extended timeframe, support positioning, define a brand experience, and handle the campaign fulfillment and selling.


Mail a postcard to attendees three weeks before the show; invite them to your booth with an intriguing incentive.
For example, when you know how many new customers you need, you can calculate how many leads you’ll need, and then design campaigns to generate that number of leads over the course of the year.
You don’t always hit them, but you test and improve different elements; the ROI on your overall budget is above your goal. For example, if you’re trying to generate 100 new customers, figure out how many leads you’ll need and when you’ll need them. You may need campaigns to generate and nurture prospects, to sell direct or through a channel, or to market to existing customers.
For example, if you’re running a campaign where prospects request a software demo, and it doesn’t arrive for a week, your prospects may lose interest. That means having a deep understanding of the media you’re using, carefully planning your media buys, tracking your results, and following the best practices and steps for each media you use. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. She is also founder of National Association Women on the Rise, a virtual community for aspiring and established women entrepreneurs. While there’s no magic number regarding the best frequency for a message to make an impact, opinions range from three to twenty times, with seven being an old marketing adage. Write a search-optimized press release and post it on your site; distribute release and pitch to a key industry reporter. The association’s mission is to provide professional and personal resources while uplifting and empowering women entrepreneurs through collaboration, education, mentoring, spiritual and peer support, leadership and networking.
Kaplan created a new character, the Aflac Duck, who appeared in ads featuring customers who had trouble remembering the insurance company’s name.
In the ads, the duck appeared in the background and quacked the name “Aflac” (while usually ending up in a funny predicament).



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