10 Components to Launch Successful Marketing Campaign
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Target specific goals and understand your needs
Ad volume, circulation, or marketing budget can’t guarantee high response unless you set up specific goal and target. Just ask yourself how many goods or services you want to sell. Assigning specific number for each campaign will give motivation to team who involve in campaign production and help sales people to come up with idea how to follow up on leads and generate sales.
Campaign coordination
Assign account / campaign coordinator and work closely with advertising agency which involved in the product. Make sure to approve ideas, ads, and media buying process. Many companies believe that advertising agency will do everything… unfortunately it is not true. You are the only one who knows your own business and customers.
Conversion process
Look carefull on your print ad, video, billboard, website etc, and pretend that you are a customer. Ask yourself if it is easy to read company name, tagline, message? Make sure that final product contain 3 conversion components:
- Phone number to call. Use toll free trucking number
- Business location / address
- Website or landing page URL
In competitive market it is important to capture all kind of leads. Remember that some people prefer to show up in the store (dealership, office) without notice, other people always call, and there are people who go online. At the same time some people never call to save their minutes, other don’t use internet or don’t like to submit online forms (fear to share personal information or receive spam) etc.
Review past campaigns.
Learn on your own mistakes and don’t repeat them. Also remember that tactics and strategies that worked in the past can be useless in today’s market.
Integrate your campaign
Integrate your marketing efforts if you use different media (TV, radio, print, outdoor, internet) to advertise products and services. Use the same taglines, slogans, discount offers, content, design.
Build online support
Internet makes it easy for consumer to make research about product or service before making purchase. After seeing TV commercial or receiving direct mail piece people go online to visit company website, read what other customers say, and find additional information about product and offer.
Landing page or a website should contain information about product or offer you promote. By integrating offline and online marketing campaign you build trust to your company and product.
Remember, it is the biggest mistake to launch marketing campaign offline if product, service, slogan, or offer doesn’t appear on major search engines when someone search for it. Search engine optimization and Pay-Per-Click support is important component during campaign pre-production.
Educate your customer, explain value proposition
Don’t just say that you sell houses, hosting, horses, or hangers. Explain value proposition and what unique about your product. Are you in business where different players sell the same product for the same price? Even in this case you can say why your company is different… customer service, family business, awards, goals, charity… millions things to tell.
Prepare your sales team
Educated sales teal with clear understanding about campaign, discounts, offers, and goals is the most important component of successful marketing campaign. Prepeared salesperson with clear knowledge of what to say and how to answer the question can easily turn lead into sale. Uneducated salesman can turn away potential customer without even realizing that opportunity was missed.
Lead and response management
Ask yourself the following questions:
- Who is answering the phone?
- Who is going to read and follow up on online leads?
- Who is going to meet potential customer near the door?
- Who is checking your post?
- Who is managing all leads?
Learn What Customer Say
You can be 110% satisfied with your marketing campaign but remember that customer is your final judge.
August 18th, 2009 at 5:45 pm
Great advice…Sergey…
Tony
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