Margot B. Torres, Senior Vice President for Marketing and Communications of McDonald’s Philippines shares relevant techniques on how to create an effective marketing campaign. These checklist is applicable not only to businesses like McDonalds but also to all types of business. We attended Customer Lovefest where she is one of the guest speakers.
How do you create an effective marketing campaign?
Previously marketers have tried to convince people that their product is excellent. They would come up with ads that aim to change the perspective of the viewer and make them believe in their product. According to Torres these days are long gone.
“It is now about contextual advertising. It is now about transforming customers into advocates,” says Torres.
How do you transform these ordinary customers into someone who would eventually promote their products themselves and transfer the advocacy from your marketing team as their own?
An effective marketing campaign is about being part of the conversation. Although it is not contextual, the message of your marketing campaign and ads is still very important. Today’s customers demand that brands become real about their products.
Steps in creating an effective marketing campaign
What will your campaign be about.? The campaign should first be geared at something that you want to achieve. Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
The content of your marketing campaign should be focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
This means delivering the right content, to the right people, at the right time. It is key in delivering your message effectively and amplifying your message, If your context is highly relevant and personalized with your targeted audience and it answers their needs then you will have a personal message which creates a personal relationship with them. This way, your marketing campaign becomes more effective.
3. CHARMING STORYTELLING
This is about how you tell the story in your marketing campaign and is found mostly in your ads, posters and other materials. How would you deliver the message across your audience? Will your target audience identify themselves to your story? Will your target audience be connected with your story? This is very important because if they find your storytelling irrelevant then they will just ignore your marketing campaigns.
4. COMPLETE AND HOLISTIC APPROACH (CONSISTENCY)
Your message should be consistent with your brand and your company’s mission, vision and objective. After all, you are portraying your company in your marketing campaign and all of the collaterals that would be produced should be identified with you. These include the colors, messaging, and other relevant linkages. Be consistent with your message since your customers will see it immediately when you are just fooling them around.
Here is a sample ad messaging that Margot shared with us and defined how their brand is really connecting with customers. This is not a product or brand endorsement but is only used for demonstration purposes.
This marketing campaign connects the brand with their target customers. They not only made the message clear that they provide food but also provided something that would made them remember the brand – they gave free toll fee.
In today’s interconnected world people are no longer slave to what we want them to know about our product. They would search online and find connections to these products. If you get connected with your target consumers then you will succeed.
A good marketing campaign is something worth engaging in.
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Do you want to add your own marketing campaign tips here? Just add your comment below.