Making a splash for a particular product launch or campaign is great but how do you continue to have an impact on your target audience? Focusing on a long term strategy that will help you reap the benefits of your campaign over a longer period of time will provide much better return on investment.
Read our 5 steps to ensuring your campaigns have a long lasting effect
Look to launch with several themes built around one campaign and plan their delivery over a longer period of time. You can do this by picking 3 key messages about your product or service and pushing them out at various stages, this will keep the content fresh and exciting and the audience engaged for a longer period.
Who are they? What age categories do they fall into? Where are you most likely to reach them? Break down your target audience into sensible subsections. This way you will be able to gather the right information about them to reach them in a targeted and sustained approach.
Ensure your campaigns are pushed out through all available platforms, there are a variety of tools available now; including, social media, digital marketing, advertising, PR, sponsorship packages and many more. For maximum impact make sure your campaign is well represented across all of these platforms and ensure you have considered delivery over a longer time period.
In many cases we will help clients to develop a social media or PR strategy based around a particular concept or campaign over a time period of 1 – 3 months. By pushing out a variety of key messages you can prolong engagement across all platforms.
Make sure people will see your campaigns! You’ve worked hard to create your marketing content so make sure a simple timing error doesn’t mean it’s all been for nothing. If you’re placing a billboard advert to an office based audience why not pick a spot near the notoriously bad traffic area? That way you’ll capture your audience every morning and evening.
But if you’re looking to reach age ranges 31-41 on social media, make you schedule for first thing in the morning this has become the generation that check their phones before they do anything else!
If you are going to put all this work into running a sustained long term campaign to raise the profile of your business its paramount that you know what you did right and where you need to improve. You need to ensure that across all activity on any platform you build in a measurement process.