A marketing campaign is a specific, time-bound initiative designed to achieve specific results. Do you want 10 new clients this month? You can run a marketing campaign geared towards achieving that.
Marketing campaigns must be planned and executed carefully to be effective. Read on to see what our marketing company Dubai specialists recommend to ensure your marketing campaign success.
1. Clarify Your Marketing Campaign Goal
What is it that your marketing campaign should accomplish? The answer to this question will set the direction of your marketing campaign.
According to the 2022 marketing strategy report by CoSchedule, marketing practitioners who are goal setters are 377% more successful than peers. There could be two reasons for this.
One, goal-setting identifies, describes, and names what success looks like. Therefore, it is easier to recognize it when it happens.
When the goal is clearly laid out, there is no ambiguity about success. It’s simple. Did you realize the campaign objective? If yes, then you succeeded. If not, you failed. On the contrary, if you had not done proper goal-setting, you would find it difficult to tag a campaign a success because it wouldn’t be clear from the start what success would look like.
Two, goal-setting focuses the mind. When the goal is clear before you start planning your campaign, you will find it easier to evaluate campaign ideas according to their alignment with your objectives.
Effective Goal Setting
When setting a marketing campaign objective, you can use the SMART framework. Set a goal that is:
- Specific:< It should be well-defined and unambiguous.
- Measurable:< It should have a metric that you will use to measure progress.
- Achievable:< It should be feasible.
- Realistic:< It should be practical.
- Timely:< It should have a timeline.
An example of a SMART marketing campaign objective is “To increase online sales by 20% this quarter.” Your marketing campaign will have succeeded if you achieve that goal by the end of your predefined timeline.
2. Identify Your Target Market
Marketing campaigns are specific, goal-driven initiatives designed to induce action. Induce whom to act, though? That’s what identifying the target market answers.
Your marketing campaign target market may be identical to the target market you already identified in your marketing strategy planning. However, it is likely a segment of your larger target market.
To illustrate, suppose a gym sells gym memberships to both men and women, young and old alike. However, for a particular campaign, the specific goal is to increase career women membership by 30% in the next three months.
In this case, therefore, the specific target market of the marketing campaign is a subset of the gym’s larger and general target market. Specifically, this particular market segment could be employed women 25 to 45 years old.
Why is it important to identify your campaign target market? If you plan to target career women 25 to 35 years old, you will use words and creatives that appeal to this particular demographic. For instance, your marketing campaign could revolve around a fit, put-together, and attractive 30-something woman who capably runs a company and works out at the gym daily.
Identifying Your Campaign’s Target Market
Answer the question: Who do you wish would take action after being exposed to your marketing campaign? That’s your specific target market for your campaign.
Use your company’s general target market as a guide for identifying your campaign’s specific target market.
3. Provide an Incentive
As mentioned above, marketing campaigns are designed to induce action. Therefore, your marketing campaign is likely to be more effective if you provide your target market with an incentive to act.
This incentive could be a discount, a freebie, or something else. Suppose you have a new restaurant, and you simply want to introduce your brand to your target market for the first time. To this end, you can run a marketing campaign that provides a one-time discount code that those who will try your restaurant for the first time can use to get 20% off their bill.
Deciding on an Incentive
Make sure the incentive makes sense, given your marketing campaign goal and target market. If offering a discount or a freebie, make sure it’s something that will benefit your business.
For instance, in the restaurant example above, the discount makes sense. It may be enough of an inducement for someone to try the restaurant. If the food and service are excellent, some first-timers can return and pay full price the next time they dine.
Just make sure, though, that you have a strong and consistent brand before you run your marketing campaign. This way, you can maximize the impact of your awareness campaign. Our restaurant branding Dubai-based company can help with that.
On the other hand, the chance to win free overnight accommodation for following a newly opened hotel on social media may not be the best incentive. Brand awareness will grow, and the hotel’s social media following will also increase. What’s not to like, then?
However, the problem with this type of incentive is that it is not aligned with the business’s target market. People who might not comprise the hotel’s target market may follow the hotel on social media to get the chance of winning free overnight accommodation. Ultimately, the hotel’s social media page will become ineffective because it accumulated followers who do not belong to the hotel’s target market.
Ensure Marketing Campaign Success
Planning your marketing campaign carefully and thoroughly is crucial to marketing success. For better outcomes, clarify your campaign goals, identify your campaign target market, and decide on a relevant incentive.
Our Dubai marketing company can help you plan effective marketing campaigns. Contact us now.