A campaign launch is a first impression, and we all know we only get one of those.
To ensure you’re putting your brand’s best foot forward, ask yourself these essential questions to help prepare for your smoothest campaign launch yet…
1. “Who is my product/service intended for?”
Answering this is a critical first step in optimizing your campaign efforts and avoiding wasted resources later. Look at your industry’s customer base: Who already spends time and money on your product or service? What can you learn about them? Identify industry trends: How can you use those trends to build on your customer’s desire or need for your product/service?
Identifying key characteristics and drivers within your ideal audience should be a top priority. Because once you know this answer, you can ask yourself questions like…
2. “Which online channels are my customers most active on?”
Knowing where to find your customers is just as important as knowing how to speak to them. Once you know who they are and what they want, identifying which platforms they use most frequently can help further tailor your campaign and content to them.
Maybe they spend a lot of time on social media apps or watching YouTube videos. Maybe they turn to search engines for answers your brand could provide. Maybe they go straight to company websites for answers or assistance. Integrating channels they’re frequently on and comfortable with is a great way to maximize campaign results.
3. “Which offline channels can help reach my customer?”
Despite its ability to produce exceptional results today, social media is not the only avenue for finding customers. While digital and social media marketing are extremely effective, so are offline channels like billboards, print ads, and direct mail—especially when utilized concurrently.
Contrary to popular belief, you can get creative with offline marketing. Think: exclusive or public events, interactive radio “call-in” contests, a branded mural in a popular area of town, local partnerships or sponsorships that align with your audience’s values… The creative possibilities are endless.
4. “What kind of message best resonates with my customer?”
The answer to this question depends on your industry and audience. Typically, consumers today are used to seeing highly-engaging visual content and authentic, short written content from brands (but again, this varies by industry).
While there’s not a one-size-fits-all answer here, having your finger on the pulse of trends in messaging can go a long way in helping you develop a campaign that resonates with your specific audience and encourages them to take action. Which brings us to our next question…
5. “How can I motivate my customer to take action immediately?”
Answer: Appeal to your audience’s emotions! When done right, appealing to one or more emotions is the best and easiest way to make a sale (especially if they’ve already decided to buy a product/service but haven’t decided which brand to buy it from).
Once you’ve grabbed their attention, it’s important to focus on showing them how you intend to meet their needs. Like it or not, many purchases are tied to emotion. So, whether you’re appealing to their need for security, comfort, indulgence, or something else entirely, there’s likely a subconscious reason your product or service gets their attention. Figure out what it is and emphasize it in your marketing efforts.
Want more tips like these? Stay tuned for part two of this article coming soon!
Ready to prepare for launch? Let’s chat to find out how we can help you reach new heights!
Our decades of experience in full-service marketing has generated continued growth for hundreds of brands across all industries. From research and strategy to design and development, Asen’s here to help you thrive.