We list the attributes that help companies create successful campaigns for brands.
Brand visibility is an essential component of brand success, and marketing agencies can help create tremendous value in a competitive market. Marketing agencies are tasked with grabbing its target audience’s attention, explaining the strategy in minimum time and use media to spread the message, Consider the 5 essentials for successful marketing: 1 A clear strategy. A clear strategy emerges when the marketing and advertising teams work in tandem to formulate the brand message in a catchy manner. Paying heed to the brand ethos and the target audience that the brand wants to reach are good starting points. The strategy is a vision encapsulating the creatives (for example, the ad copy, promotion objectives and medium, promotion plan across various media, etc.) the budgets for each promotion activity, RPI plan, etc. This strategy is then approved by the client for implementation. 2 A clear understanding of the markets. The glitziest, most expensive marketing plan cannot work successfully if it does not connect with the markets at an emotional level. For example, an advertisement for a baby care product will have a bigger impact with a baby featured in a TV spot in the local language. Another factor to consider is the cultural mores of the market – is it wise to envision using alcoholic beverages in a market where consuming alcohol is illegal? The campaign cannot hurt religious sensibilities, legal frameworks, accepted way of life of certain communities, etc. A leading marketing entity like Abdul Latif Jameel uses its deep knowledge of the markets to create innovative, sensitive marketing campaigns. 3 Plans B, C and D. Despite careful planning, there is always the potential for unexpected errors and deliberate malpractice. For example, a rival brand may sabotage your big-ticket product launch by announcing a similar product or campaign just a day before your launch. This situation necessitates immediate damage control, and swiftly moving on to Plan B. Have different plans ready to account for different situations. 4 A new presentation without departing from the core essentials. Lazy marketers look at past successful campaigns and convince the client to rework a past strategy again. It helps to study what worked in the past, but reworking old campaigns seldom works in today’s era of real time information. As brand compete for recognition and visibility, innovation and not repetition will fetch success. 5 Intelligent use of available media. Not every campaign needs a media blitzkrieg. For example, a campaign for a new range of shoes might not require TV, radio, print, digital and outdoor advertising. Or a client may not wish to create TV spots but focus entirely on social media and radio activities to boost sales. A canny marketing team gets an idea of the budgets and media plan from the client before formulating a strategy. This reduces resource wastage and improves media efficiency.
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September 2016
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