This week, I am delighted to announce that we have a guest post from Mary at MRI, Marketing Resources, Incorporated, a promotional marketing services company that has been partnering with agencies and brands for over 14 years. MRI has executed hundreds of promotions a year for both large and small organizations including Pepsi, McDonald’s and FedEx (among others) and specializes in the administration and fulfillment of sweepstakes, contests, and games.
When it comes to marketing, some campaigns are simply more effective than others. There’s arguably no greater feeling than knocking it out of the park with your marketing efforts, and no worse feeling than spending a fortune only to have your campaign fall flat. It’s good practice to look at either scenario as a learning experience that helps inform your marketing strategy going forward. You also should take the time to do some research and find out what others have done to make their marketing efforts a success. Here are ten tips that we can draw from successful promotional marketing campaigns.
Know your audience
Understanding your target audience is the key to any successful marketing campaign. A deep understanding of your customer helps you in several ways, from understanding where they spend time to what their buying behaviors are. If you are launching a new product, make sure to conduct a market research campaign in order to identify your target audience, and use this information in your marketing efforts.
Set goals and stick to them
Make sure you set goals for your campaign and stick to them along the way. This isn’t saying that you should never change up your strategy if something isn’t working, but it can be easy to lose focus when you’re crafting a new marketing campaign. So start with a goal in mind and set benchmarks for success along the way.
Set a budget and stick to it
The last thing you want to do is blow your budget, especially if you are running a small business with limited funds. Before you get started with your marketing efforts, set your budget and make a commitment to staying within your means.
Pay attention to your timing
Sometimes timing is a factor in whether your marketing campaign sinks or swims. For example, if you’re launching a holiday promotion for a US-based company, you probably don’t want to set your launch date for Thanksgiving weekend. Chances are your message won’t reach your customers!
Choose your channels wisely
This point goes back to the importance of knowing your target audience. If you have a deep understanding of who your customers are, you are going to know where they are spending their time. This is true for both web-based and brick and mortar businesses. Be sure that you use the knowledge of your customers to connect with them where they hang out.
Give people an offer they can’t refuse
The simplest rule of marketing is that it’s hard to resist a good deal. Create a campaign that provides a useful incentive designed for your target audience. Potential customers will be more likely to take the desired action if they know they’re saving money, getting a free product, etc.
Use compelling copy
In today’s world of smartphones and multi-screen marketing, you’ve got a limited time to grab your customers’ attention. Make sure you are using straightforward language in your calls to action and marketing materials. Try to avoid using overly technical industry jargon, as it probably won’t resonate with your customers.
Don’t make things too complicated
Some of the best marketing campaigns are the simplest. Overcomplicating things can result in poor results. Maybe you’re doing email marketing and your message is way too long or requires that potential customers click through to embedded pages. Chances are the campaign is not going to be as effective as you’d like because of its complex nature.
Track your results
One of the biggest mistakes that businesses make is not tracking the results of their campaigns. How else are you going to know which channels are the most effective for reaching your customers? If your campaign is web-based, consider creating a landing page for your product or service and installing an analytics program to track where your visitors are coming from. This can help inform future campaigns and tell you what’s working and what isn’t.
Learn from your experience
Whether your marketing efforts are successful or not, chalk it up to experience! The fact is that you learn from every campaign that you develop. Use the data that you’ve collected during your campaign to build a better one the next time around.
There are a number of tips that you can draw from your own and others’ successes and failures in marketing. These ten suggestions will help get you started on the road to success for your next campaign. Start planning today!
About this Author: when Mary isn’t busy reviewing sites like MRI, she is covering a wide range of marketing topics to keep her readers happy and informed! Outside of work, she is an avid reader and enjoys spending time on the lakefront!