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Today
∗ Integrating the Elements ∗ Developing the Marketing Campaign ∗ Emotional Marketing
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Integrating the Elements
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Campaign Development
∗ A campaign plan should start as early as the project begins
∗ The campaign plan is then executed in parallel with the product development.
∗ But…this is easily executed if you have a separate marketing team available
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Campaign Development
∗ For a small company or team, MOST OF THE TIME…
∗ The DEVELOPER = THE PROMOTER
∗ So, planning and execution must be thought of real well
∗ These are a few guidelines to follow:
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Campaign Development
∗ When gathering your team, think about including people who are most aware of your group’s: ∗ advertising/promotional needs ∗ budgetary situation ∗ image or "brand" ∗ history in past promotional efforts.
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Campaign Development
∗ The plan, or the creative brief is like a set of plans for a building project, PLAN it well
∗ Creativity is subjective, BE CLEAR about what you want from your campaign or risk having a muddled advertising effort that does nothing for your group.
∗ Writing a brief forces you CLARIFY exactly what it is you want from your campaign and saves frustrations and delays further down the line.
∗ The following are what needed considering in the CREATIVE BRIEF:-
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a. What is the promotion about
Campaign Development
∗ What is the actual subject or focus of your advertising? ∗ To publicise an upcoming event - Fundraiser, function or
campaign ∗ To promote an appeal or fundraiser ∗ To promote your product
∗ Can you determine a THEME / MESSAGE to base the campaign around?
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Campaign Development
∗ Linked to the first question, this looks at the action you want people to take ∗ to donate to your appeal ∗ to attend a function ∗ to join your group or support its causes.
b. WHY are you promoting it
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Campaign Development
∗ Who is your target audience ∗ a certain age group ∗ Demographic ∗ geographic area ∗ existing members, non-members, etc.
c. Who are you advertising to?
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Campaign Development
∗ Has this been advertised in the past ∗ if so can you draw on that experience?
∗ For example, if your last campaign didn't draw in as much support as you wanted, a review may have decided to advertise it in a different way
∗ Be aware of any relevant background to aid your group in moving forward.
d. Background
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Campaign Development
∗ Knowing the purpose of your campaign and the target audience you are aiming at with your advertising, will shape the media you use.
∗ Depending on your target audience some of the options can be TV, newspapers, radio, direct mail, hand-outs, newsletters or a stall at an upcoming event.
∗ A combination of media can be used if a wide-ranging, integrated advertising campaign is called for and is within budget constraints.
e. Form/s of advertising or media to be used.
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Campaign Development
∗ include information and messages you want to integrate as part of your advertising campaign.
∗ Also decide on other details you need to include - contact details, RSVPs for functions, venue, date etc.
f. Information to include
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Campaign Development
∗ Be aware of any information, statements or items to avoid in your campaign.
∗ Do not include information that is incorrect of may mislead those you are advertising to.
g. Information to avoid
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Campaign Development
∗ How is your group going to "sell" its message through the campaign? ∗ Warm and friendly? ∗ Funny? ∗ Formal? ∗ More authoritative?
∗ The tone of voice you choose will influence the delivery of your campaign.
h. Tone of voice.
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Campaign Development
∗ Your group needs to know its financial limitations. ∗ You need to determine a budget for your campaign and do your
best to stick to it. ∗ Your budget may well decide the type of advertising media your
campaign uses.
i. Budget
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Campaign Development
∗ Everyone involved in the campaign needs to be aware of deadlines or timing targets for the completion of each component of the campaign
j. Timing/Deadlines
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Campaign Development
∗ Your brief needs to be "actioned". ∗ The group member responsible needs to either take on the task, or
work with a team, to develop the campaign and get it up and running.
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Emotional Marketing
∗ It is marketing that builds your clients ego. ∗ It makes them feel better about themselves, the brand transcends
mere product status and is magically transformed into a friend. ∗ This gives the brand a heart and soul that builds life-long attachment.
These are brands that share their values and priorities. ∗ The client name drop the brand name to show others they’re cool.
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Emotional Marketing
∗ The goal of emotional marketing is not to inform the customer about the product, but to elicit an emotional response that leads to personal identification.
∗ Many times, the only acknowledgement of the product is a cursory mention in the end tag.
Building Emotional Attachment
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Core Level Persuasion
Emotional Marketing
∗ It plays on emotions that we WANT to feel, the ads just seem like friendly and intriguing bits of entertainment that leave us with a little warm glow.
∗ It waters our deepest hopes and dreams of being the people we fantasize about.
∗ These ads foster rebellion, courage, caring, sophistication, intelligence or any other powerfully coveted personal attribute. We adopt these brands as our own because they build our ego.
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Emotional Marketing
∗ If your product isn’t substantially better, try to fully utilize emotional marketing and build upon the customer’s deepest beliefs.
Most products are a blank canvas waiting to be painted with emotion.
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Focus on the customer’s feeling
Emotional Marketing
∗ Target the feeling of the customers, not how they feel about the product but how they feel when using the product
∗ People will usually say they want reliable cars, but given the option they would like to drive fast and sporty cars
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Emotional Marketing
∗ Start with the ego of your customers and build up from there.
∗ Most people have a powerful need to find products and people that affirm their sense of personal identity. ∗ They are just aching to find product brand
“friends” that remind them of their own most coveted traits.
∗ If you spend a lot of time listening to them about every part of their life, they will tell you exactly where they want to go.
Listen hard and let the customers tell you where to go.
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Summary
∗ The core is promoting your product is to understand the product and also understand your target audience.
∗ Utilize the emotional attachment that you can get from your audience in order to have their lifelong loyalty to your brand.
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