I’d like to share some elements that have made marketing campaigns successful in our experience:
- Effective communication and promotions that are attractive to the target audience. In addition to a new audience, the communication strategy should motivate contacts who have known about the company for over a year – but had not done business with the company – to finally respond to the call to action.
- The strategy should take into account past strategies that worked as well as strategies that may been good ideas originally – but weren’t implemented properly. They should be modified to fit into the objectives of the current campaign if it is thought they can meet the needs of the target market.
- The campaign execution should include plenty of follow-up with prospects along the way.
- The strategy design and execution phases need to run their course without being rushed. Each phase should be implemented without cutting corners. Once the campaign ends, it is importante for the client’s staff to continue to engage the segments of brand new audiences who were not ready to act right away.