Seasonal campaigns are the name of the game at any time of year. Even if you’re not a basketball fan, you can likely appreciate the planning and enthusiasm surrounding the happenings during, and leading up to, the college basketball mega event that is March Madness. What you might not realize is that effective campaigns like March Madness and other similar events are the result of great strategy and planning, done in advance, through multiple channels. Good campaign planning runs like a well-oiled machine, getting your message across and bringing new and returning leads or clients your way. We know that planning a campaign can feel overwhelming so we’re here to help with some points to consider when planning your next impactful campaign. Buckle in!
What is a marketing campaign, really?
Before we get into the granular details, it’s important to draw a distinction between what is and isn’t a marketing campaign.
A marketing campaign ISN’T:
A single social media post
“On the fly” actions or communications
One-size-fits-all strategy
A marketing campaign IS:
Strategically planned action with a specific purpose
A multi-channel approach (blogs, emails, social, web, print, etc)
Designed to be flexible and suit the needs of YOUR business
A campaign is always part of a marketing strategy but not all marketing efforts are a campaign. The distinction is time-bound, strategic action dedicated to a specific set of desired outcomes.
When should I use a marketing campaign?
Although we’re writing this during prep for March Madness season (when you’re probably reading it) campaigns can be created year-round and should be centered on themes relevant to your industry, and current or desired customer base. The key takeaway is less about “when” but in the fact that you should be considering campaign planning as part of your quarterly planning so that you have time to execute quality campaigns without rushing or stressing. For example, Christmas in July might mean one thing to consumers but to marketers? It means we’re planning Black Friday Sales and predicting Holiday Shopping Trends while everyone else is poolside.
What strategies work best in a marketing campaign?
Although there are some industry best practices, there’s not a single answer to this question that applies to all businesses. It can be helpful to look at past data and find out which marketing methods your audience is most responsive to. Do you have a strong open rate on your emails? That is a good sign that you have an engaged list who cares what you share with them. Maybe your analytics on Instagram show that your biggest fans are on that platform. This information can be helpful so you know how to divide your energy in a campaign but it’s important not to put all your marketing eggs in one basket. A “multi-channel” approach means that you’re communicating through a variety of methods like email, social posts, on your website, and maybe even through print media like a mailer, signs or a flyer. At Mango Marketing Co., a women-owned branding and marketing agency based in Baltimore, Philadelphia, and New York, we love taking the stress of campaign management off your plate. So if this feels like a lot, know that you don’t have to figure it all out on your own unless you want to. But uhhh, why would you want to do that when you have us? We specialize in strategy and can support you with social media and email marketing services as a part of your campaign.
Whether you decide to take your next campaign on solo, or with the help of Team Mango, we’ve got some sweet deals on platforms and tools to help you master your marketing. Be sure to save this list of Discount Codes For Mango Clients as our thank you for being here. Because what’s better than saving money while making money, right?
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