What is a campaign?
In the field of marketing, the term ‘campaign’ refers to any collection of marketing tactics used to achieve a specific goal and executed across any number of marketing channels, such as television, radio, print, and web. A campaign typically revolves around a core marketing message (or a collection of related marketing messages).
If you wish to learn more about this topic, check out the FAQ section below:
Question #1: What’s an example of a marketing campaign?
One example of a truly powerful marketing campaign was the one De Beers Jewellers implemented back in the late 1940s to introduce the concept of the diamond engagement ring to the masses in an attempt to boost the value of diamonds.
Well, we all know how that story ended. Today, the diamond engagement ring is universally viewed as the ultimate symbol of love and romance, and the bigger the stone, the grander the gesture and the ‘better’ the man is—despite the fact that there are a lot of significantly more valuable stones around.
As far as marketing goes, this is probably one of the most successful and impactful ones, and its core marketing message was ridiculously simple: diamonds are the ultimate measure of a man’s love for his partner.
This is how powerful a well-crafted marketing campaign can be.
Question #2: What are the different types of marketing campaigns?
There are many different types of marketing campaigns, but we can group them into eight general categories:
- Traditional media campaign
- Product launch campaign
- Brand awareness campaign
- Brand launch campaign
- Seasonal push campaign
- Contest marketing campaign
- Rebranding campaign
- Email marketing campaign
A traditional media campaign, as the name suggests, utilises traditional channels, such as television, radio, and print, to get a brand’s message across, typically using advertisements.
A product launch campaign, on the other hand, is aimed at spreading awareness about a new product. It is implemented by a manufacturer along with its distribution partners and utilises all applicable marketing channels, including traditional media, social media, and email.
A brand awareness campaign is just that: a campaign specifically designed either to build or maintain the market’s awareness of a brand. It can be done using traditional means, such as advertising, or through the creation of valuable, shareworthy online content, such as videos, and articles.
A brand launch campaign is pretty much the same as a product launch campaign but for newly launched brands.
A seasonal push campaign is used by brands to boost their sales during off-peak seasons, capitalise on the demand during peak seasons, or both. It typically uses promotions and other time-based deals to achieve these goals.
A contest marketing campaign, as you may have probably already guessed, utilises contests and other similar activities to get people to take whatever action the brand needs them to take, such as signing up, downloading, or making a purchase. It can be used to accomplish a wide variety of marketing goals.
A rebranding campaign is typically used by companies doing a brand revamp because of any one or combination of the following reasons:
- A change in positioning/target market
- A merger
- A desire to improve its image
Finally, an email marketing campaign is, as the name implies, any marketing campaign that utilises email as its primary channel. It is not only extremely easy to implement, it can be used to accomplish pretty much any marketing goal.
Question #3: How do I create an effective marketing campaign?
To create an effective marketing campaign, you will need four things:
- A deep understanding of your target customer and their needs
- A great concept (which you normally get by hiring a creative team)
- Access to the right marketing channels
- A big enough budget to actually get your message across