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Thoughts

Campaigns are not just for Christmas

By Mark Buttress | October 26, 2021

Whether you have a product or service to sell or promote, the very first thing you must do is plan. To achieve any success you really need to know what activities you are going to be doing, what channels you are going to use and what your desired end goal or result is.

You should ideally already have an ongoing marketing strategy in place covering at least 3 months, and an overview of what you intend to achieve over the next 12. Alongside this, it is worth allowing room for specific campaigns – this could be promoting an event you will be at or hosting, seasonal events and more. 

Christmas is an obvious choice for a business campaign, targeting a specific audience and enticing them to spend with you. This is an ideal opportunity for a considered, well planned and executed piece of work across multiple platforms and channels. 

However, before you jump into any campaign, you should always take the time to build a good timeline. This makes sure that you and your team understand what needs to be done, when, and (crucially) why. A timed plan helps to ensure that everything is delivered not just on time, but with time to spare to allow for any unexpected issues along the way.

The problem of starting a campaign without a clear, formalised plan is that you’ll rush in headfirst, and later find that you’ve missed something, or could’ve done a better job. Having a clear, data-led plan from the outset makes all the difference.

How to get started with your campaign

It’s important to start by identifying what you want to promote or sell. This step can be very specific or quite broad. For example, you might want to promote a festive feast menu, targeting social gatherings and work functions on the run up to Christmas, which would be very different from promoting Sunday roast dinners!

Or you might be thinking of a different strategy to promote your brand. For instance, you may want to create a campaign that talks about how your hotel is ideally located for professionals attending business meetings, which is likely to be based on understanding existing customers. Campaigns based on insights and data perform much better than those run on a whim.

Creating a good idea for your campaign

Knowing who to target can help you plan out your campaign strategy – defining your audience and having a good understanding of how people use products/services in your area. A memorable campaign can also be created from data. Data is a great resource for creative ideas, a source of inspiration and proven fact.

It’s always a good idea to test your campaign on your current customer base before trying it out on new customers that have no prior knowledge of you. You can follow up with new customers after the campaign to find out how they feel about your brand, what traits they associate with it and whether they were aware of your brand before seeing your campaign. If they were, has the campaign changed the likelihood of whether they would buy from you? If they weren’t, then how likely are they to try your brand now?

Finally, don’t forget to consider how to adapt your concept across various formats, keeping your assets consistent across all platforms used.

Planning is a crucial step in refining any marketing strategy. Whether it’s identifying your audience, choosing your channels or coming up with creative content, data should be at the heart of every decision you make.

If you would like help with planning and implementing your next campaign, get in touch!