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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. Remember that you can download your licenses whenever you want in the Downloads section of your profile. One of the best things an affiliate manager can do for their affiliate program is to maintain consistent and regular communication with their Publishers. Affiliate managers often say to me, “I don’t have enough to say to put out a monthly newsletter.” But you do! The goal of planning out the year is to provide an overall marketing package that managers could provide to their Publishers that will spark interest and action.
Personally, I like to create a marketing plan with the following items: Theme, Marketing Tools, and Publisher Bonus.


The monthly theme is going to be the overall message or item that brings together all marketing tools provided for a given month. Look for events that could tie into the product line such as movie and video game releases, sporting events, product launches, product sales seasonality, fashion shows, pop culture events, and even holidays. If ever at a loss for a theme, there is surely a holiday in any given month that could be played up as a creative way to present Publishers with fresh new marketing tools. For example, below are some events and holidays the will occur in the next two months alone. Utilizing the theme selected for the month, create some new creative or highlight creative that coincides with the theme.
Provide Publishers with an incentive that will entice them to generate more sales for the program. Personal competition – Any Publisher that increases their conversion rate by X percent earns Y promotion. Tangible rewards – Qualifying Publishers earn gift card, specific product, gift set, product every month for a year, etc. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.
SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. To effectively market a product or service there are four things you need to get right: Product, Price, Place and Promotion. Product is part of the marketing mix because it is the item offered for sale so its features and design need careful consideration.
The answers to these questions will help a firm design, package and add value to its products.
Price is part of the marketing mix because if you get the price wrong you will not sell your product. The Place element of the marketing mix is about where the product is made, where the product is stored and how the product is transported to the customer. The following link provides further information on place: Marketing Mix and Place Strategies. A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market.
Promotional activities for consumer sales will be different to promotional activities for business to business sales.
The following link provides further information on place: Marketing Mix and Promotion Strategies. The ideal marketing strategy for a firm selling services, includes the traditional marketing mix and three additional elements: people, process and physical evidence. A massive increase in internet sales has changed the way the marketing mix is implemented by firms. An increased focus on environmental issues, has contributed to a rise in the demand for environmentally friendly products and services. Many organisations have adapted their marketing strategies to capitalise on the consumer appetite for Environmentally Friendly Products. 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. By having a marketing plan in place for the year, affiliate managers will be more organized and ready to put out meaningful and rich communication to their Publishers.
This could mean providing a storefront of related products, creating new ad banners, publishing consumer coupons, or uploading related text links. Don’t be afraid to get creative with the bonuses and offer promotions in addition to the common cash for sales bonus. Whether the firm is manufacturing the product or purchasing the product for resale, they need to determine what product features will appeal to their target market. There are lots of different pricing strategies but every strategy must cover at least your costs unless the price is being used to attract customers to the business (loss leader pricing). The place for each of these things should ensure that the product gets to the right place at the right time without damage or loss. Promotion is any activity to raise awareness of a product or to encourage customers to purchase a product.
Click on this link to read more about how the marketing mix can be used to market environmentally friendly products and services. 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 data on which creatives, promotions, coupons, get the most activity  can be used to recreate similar promotions in the next year.
She is responsible for providing strategic guidance and educational resources to Merchant partners that can be used to optimize and grow their affiliate program.
The four marketing mix elements should be viewed as one unit and structured to support each other; Otherwise a firm's marketing strategy will be confusing and unco-ordinated. Kaplan created a new character, the Aflac Duck, who appeared in ads featuring customers who had trouble remembering the insurance company’s name. This article provides you with a quick introduction to each marketing mix element and provides links for further marketing mix information. In the ads, the duck appeared in the background and quacked the name “Aflac” (while usually ending up in a funny predicament). You will also need to consider competitor pricing and factors within your marketing environment.



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