After you plan a marketing or advertising campaign, you need to ensure the campaign is implemented according to the scheme. This requires focus and communication.
Marketing vs. Sales
It is important to remember that your campaign is not a sales pitch. A sales pitch requires direct interaction. Miscommunication can be resolved as long as the conversation continues. It is two-way communication, which makes recognizing miscommunication easier.
A marketing campaign can involve two-way communication, but there are delays between when the initial message is transmitted, and feedback is received. By then, it’s often too late to change the initial message. Collecting feedback also requires planning; it doesn’t just happen.
As you implement your marketing or advertising campaign, you need to be clear and concise. Give as few opportunities for miscommunication as possible. If it’s a choice between sacrificing cleverness or clarity, sacrifice the cleverness. A clever message that lacks clarity will not achieve your goals.
You should also remember that one of your goals is to build a relationship with your audience as the agencies NYC location informed. Whether that goal was stated or even intended, the goal underlies all online marketing and advertising efforts.
People are inundated with advertisements and marketing messages. Our days are filled with them. To reach the people you’re targeting, you need to break through the clutter. Your message will never get through if you’re not even noticed. After that, marketing or advertising messages need time and repetition to be absorbed.
Your message also needs a certain degree of consistency to be absorbed. People who are familiar with your company or your products are already going to have impressions of who you are and what you sell. These ideas are made up of a lot of different things, including any past marketing messages or advertisements that they’ve seen.
A dramatic shift in your presentation may be noticed, but it may not be trusted. Carefully crafted messages convey an ongoing, trustworthy relationship with your customers and potential customers. These words build on those that have come before, and all the other experiences that relate to your business, your message, and their clients.
Remember the Tactics
Keeping those two things in the back of your mind as you work, the first thing you must do to transform a marketing campaign plan into an actualized event is to match your intended messages with the tactics you devised. Each marketing message or advertisement you craft must relate back to at least one of your tactics.
Each message has a purpose. The purpose is to achieve your strategy. You do that by implementing the tactics, which implement the plan. Therefore, each message must satisfy at least one of your tactics, and do so in a way that implements both the tactic and the strategy.
Before any marketing message is finalized, it must be tested against the tactics. Not only should it achieve at least one of the tactics, but it can’t undermine any of the other tactics. This can be tricky, but if your tactics were thought out well enough, it is possible.
Remember the Strategy
All your marketing messages must implement the strategy—when considered individually and when considered as a whole. Each message is a piece of the whole that has a combined effect. Each message must carry its tactical weight, while also reinforcing the underlying structure—that is, the strategy.
Before any marketing message is finalized, it must be tested against the strategy. Does it support the strategy? Does it do its part of achieving this strategy? Are there any inconsistencies with the strategy? You must think about these questions as you design the piece, of course, but, you need to think about them again before approving the final product for media placement.
Designing the Pieces
Designing the marketing message or advertising piece may require the expertise of both a copywriter or graphics designer. Small- and medium-sized businesses often forgo this expertise, because advertising and marketing agencies charge more than they can afford. Don’t despair! There are freelance writers and graphic designers available in most areas. If you feel a project is beyond your skill, consider getting a quote from a professional or two before you forge ahead. The money you spend on a freelancer or two may mean the difference between success and an expensive marketing flop.
If you do have the skills to create your marketing messages or advertisements, you need to keep your strategy and appropriate tactics in mind as you work. You also have to consider the medium you’re working with. For example, writing an advertisement in a newspaper is different from writing an ad for a magazine spread. Writing an article for a newsletter about your latest product offering is different from writing a press release to announce your product line. Writing a sales letter is different from writing an e-mail blast.
By keeping the strategy, appropriate tactics, and the medium in mind, you can craft the right marketing message for your audience. But don’t forget the audience. The key to marketing communications, above all else, is to say what your audience needs to hear, not what you want to say.