The one great thing about marketing is that it has the power to flip your brand from nothing to a world-renowned name overnight. And it works even for smaller brands. You don’t have to be a billion-dollar company to achieve greatness. Marketing can help anyone taste success, provided they have the anatomy of a successful marketing campaign. Remember how Oreo won the marketing world with just one tweet during the Super Bowl blackout?
Great marketers have proven themselves time and again. Oreo proved you don’t need a million dollars to launch a campaign that can generate a worldwide response. Nike proved the same by adding just 3 words to its brand, which was enough to take its sales from $800 million in 1998 to $9.2 billion.
The Lesson
All we’re trying to say here is that it all boils down to the best ways you can present your brand. If you have cracked that, everything else is secondary.
The Anatomy
A lot goes into creating a marketing campaign that appeals to your customers. Considering the current times when customer attention span could be limited, you must get extra creative and find ways that will set yourself apart from your peers. To help you, we lay out the anatomy of a successful marketing campaign.
But before we do that, here’s one thing you must remember. Real marketing is limitless; it isn’t confined to your domain or any other region. Often, marketing involves activities that might seem offbeat and unconventional to you. You must be open-minded to a ground-breaking marketing campaign and ready to get a little surprised at the same time. If you are ready and prepared for anything – and not just success – the probability of tasting success will increase.
Part 1 – Know that your customer is bigger than everything, even you
Here’s the thing: you matter, your brand matters too, but what matters is your customer. They are beyond you, your product, your company, and everything else. And, that’s what great campaigns are about; they are not about your brand or product; they are about your customers.
Therefore, take time and understand them. You must have the following two elements ready before you go ahead with your campaign:
- Detailed customer personas
- Understanding your customers’ needs
Part 2- Understand where your customers are
Imagine you have identified who your target audience is and what they like/dislike. Now, you must try to figure out where they mostly live. Alternatively, where you can find it, and how you can reach out to them?
If your target audience is old-aged men and women, you won’t usually find them on social media channels like Twitter.
Similarly, if your target audience is teens, reaching out to them via TV commercials wouldn’t generate productive results.
While that situation applies in general, you must comprehend the trend in your area and find the right match.
In addition, you must also know the following things:
- What stage of the sales funnel they are in
- What are the other channels they might prefer, or seldom visit
Part 3 – Find the right message
Considering you know the “who” and the “where,” now you must figure out the “what.”
The most important and central thing to the anatomy of a successful marketing campaign is the message you are conveying – and how you are doing it.
Run your creative engines at full speed and come up with something catchy, sweet, simple, useful, and personalized.
Most importantly, see if it answers the following questions:
- Does it have a strong community element
- Is it based on powerful insights
- Are you showing the personal side of your brand
That’s it. Apologies, if you were expecting 15 other steps or a list of items that you usually find elsewhere. Real marketing isn’t a lot of talking. Keep it simple and you will fly with it.
