campaign planning
Post on 18-Sep-2014
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CAMPAIGN PLANNING
WHAT IS AN INTEGRATED MARKETING CAMPAIGN?
An integrated marketing campaign
combines the medium,
e.g., print/broadcast advertising, public
relations, direct
marketing, email, digital and in-store
promotions, and multiple stages in a
promotional campaign to ensure that the
marketing message is consistently
received by the greatest possible number
of people in the target market.
Integrated Marketing
WHY AN INTEGRATED MARKETING CAMPAIGN?
A holistic approach to communications marketing
More “bang for your buck,” by creating an unified user experience
Integrated marketing communications plans increase the chance that consumers will reach
you the way you want them to (more control)
STEPS IN AN INTEGRATED CAMPAIGN
EVALUATION & MEASUREMEN
T
STRATEGIES & TACTICS
DETERMINING YOUR BUDGET
DETERMINING OBJECTIVES
DEVELOP A SITUATION ANALYSIS
KNOW YOUR TARGET
AUDIENCE
STEP I – KNOW YOUR TARGET AUDIENCE
There is no such thing as a “general audience”
Segmenting specific audiences into groups
based on characteristics will help you identify
who are most likely to purchase or utilize your
products and services.
Sample segmentation for a
salon & spa
STEP II – DEVELOP A SWOT ANALYSIS
SWOT analysis for Apple Inc.
- Customer loyalty combined with
expanding closed ecosystem- Apple is a
leading innovator in mobile device
technology
- High price- Incompatibility with different OS
- High demand of iPad mini and
iPhone 5- iTV launch
- Rapid technological
change- Android OS
growth
Strengths Weaknesses
Opportunities
Threats
STEP III – DETERMINE CAMPAIGN OBJECTIVES
This is where we document what we
want to achieve through the campaign
Objectives should be measurable –
They should help you map your
campaign’s effectiveness
Sample Objectives -
To create awareness for Canon EOS SL1 – the world’s smallest DSLR
To increase visibility for Unique Photo
To increase engagement from users/followers
STEP IV – DETERMINING YOUR BUDGET
What is your product or service?
How old is your business or product?
Whom are you targeting?
What type of media does your target audience
pay attention to?
What type of appeal is needed to persuade your
target audience to buy?
STEP V – STRATEGIES & TACTICS
What is a strategy?Strategies are developed on the basis of objectives, these are ideas that help you accomplish those objectives.
What is a tactic?Tactics are specific actions on how you plan to execute a strategy.
STEP V(A) - CHANNELS FOR AN INTEGRATED CAMPAIGN
Search Marketing
Online PR
Community participation
Affiliate marketing
Link-building
Word-of-mouth
Social media marketing
Email marketing
Influencer marketing
Paid ads
STEP V(B) – SETTING UP CAMPAIGN TIMELINES
Sample timelines for a campaign
STEP VI – EVALUATION & MEASUREMENT
You need to outline a method of how you will
evaluate the effectiveness of your strategy.
Sometimes elements of your plan will not
work. It’s important to know what did or
didn’t, try to understand why, and make note
for future planning.
Visibility
Engagement
Awareness
Setting up your KPI’s and then measuring it against your
objectives to evaluate campaign performance
CASE STUDIES
CASE STUDY #1 – DEL MONTE
Strategy• Used retail promotion + social/online media • Diet Challenge Sweepstakes” encourages online recipe
swapping, surveys and sharing pictures to win prizes• Lifestyle app for smartphones with nutritional
information, adult games, and downloadable coupons Facebook and Twitter implementation
• Live chats with nutritionists and partnerships with Mom Central
Results Achieved 29,973 fans on Facebook and reached over 16,000 followers on @MomCentral
“Buy a bunch, lose a bunch”
CASE STUDY #2 – COCA COLA
Strategy• Digital ads, music, outdoor and print ads • In 2009, three fans chosen by other consumers
to visit every country where Coke is sold to spread a message of “open happiness.”
• They made videos, tweeted, blogged, and used Facebook to connect with fans who responded with tips on where to go and what to do in the areas.
Results Fuelled growth of the Coca-Cola brand; unit case volume increased 2% across developed and emerging markets
“Open Happiness”
CASE STUDY #3 - STARBUCKS
Strategy• Improve the customer in-store experience by
launching Mystarbucks-idea.com to learn from customers and employees what they liked and did not like, and what Starbucks could be doing better reached 100,000 ideas
• Twitter : answer questions, share information, listen to consumers
• YouTube : share commercials, and informational videos about volunteer efforts and ingredients,
• Facebook : invite fans to Starbucks events, share comments, post pictures and communicate
“Mystarbucks-idea.com”
THANK YOU
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