CAMPAIGNS

KITCHEN

in the

a visual guide
Looking to impress that special someone? Bake them a campaign.

Preparation

Baking for an audience can be a guessing game. You have the gluten free fanatics, the vegans, the GMO police, and even stranger; the individuals who proclaim they don't like sweets. The list goes on. Designing the optimal campaign carries a very similar dilemma. A poorly designed campaign will not only be ignored by your audience, but could be poisonous to your brand. That's why our first step in preparation is to always research the audience. This will ultimately lead us to the most optimal pallet of ingredients and a good idea of how and where we will deliver the final product.

The other major part of preparation is determining the response we are trying to generate with our campaign. In the case of brand awareness, the goal may be as simple as putting a smile on a client's face but in most cases, you want them to take action and purchase something. Establishing your directives up front will enable us to better tailor copy, track the results of the campaign and provide us with the data needed to make improvements to the recipe. Now that we've taken a high level look at your campaign, let's get started!

Quality Ingredients.

There is no limit to the amount of ingredients you can mix into your campaign. The main thing to keep in mind is your audience. Do you want to spend $20 on rare organic chocolate, or could you just use Nestle Toll House chips and spend that extra money on the delivery since you know your customers can be hard to find? The common core ingredients are as follows:

  • 1 Audience


    Know your audience and know it well. You can target your entire customer base or just a select group. The more you know about your audience, the more options available to you.
  • 2 Cups of Branding


    Create a look and feel that is unique to your business and copy that will demonstrate your value to your customer. Why should customers choose you?
  • 1 Cup of Interactive Content (optional)


    Interactive content such as videos, whitepapers, and webinars will increase the engagement of the viewer and establish yourself as a thought leader in your industry.
  • 1 Teaspoon Call-To-Action


    A clear and concise call-to-action will tell the customer what you would like them to do next without coming off as a blatant sales pitch.
  • A Pinch of Tracking


    Whether you are using something as comprehensive as Google Analytics, or measuring social buzz with Twitter, tracking will help you measure your recipe's success.

Mixing the Batter.

It's time to get our hands dirty. While it's impossible to truly taste the campaign before it has finished baking, you can get a rough idea of the final product by evaluating its consistency. Watery batter will probably have no shape as a tough dough may be too firm to chew. The same can be said for a campaign. Measuring your ingredients accurately is essential to the process. A campaign with poorly measured branding may not be identifiable. A cheap call-to-action may give off a funny taste. Once the ingredients are mixed, we're ready to put our campaign in the oven.

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Baking Time.

We forgot to preheat the oven! Since this is our first campaign, we'll let that slide. Your delivery strategy is comparable to the cooking time and temperature of the baking process. A campaign that runs too long can backfire by becoming burnt and leaving a bad taste in a client's mouth. Alternatively, under deploying a campaign may not contain enough visibility to fully resonate. The methods of delivery are largely dependent on the types of ingredients you selected. If your campaign contains interactive content on a landing page, you are probably best suited for an online deployment such as an email blast. The larger variable at stake is your audience. If you know 95% of your users are on Facebook, it would be a great idea to start your promotion there. A greater understanding of your target demographic will provide you with several ideas on where and how long to deploy your campaign.

The Tasting.

Now comes the difficult part: the public's reception. If tracking was properly added to the mixture, you should have the tools and methods available to measure your audience's reaction. If your campaign was a hit, maybe you're ready to bake a second batch. Other times, there's an ingredient or two that were just a little too exotic for the mix. Maybe you used a bad e-mail list, or the call-to-action wasn't the right fit. If you burned your first batch, don't beat yourself up about it. Baking campaigns is a trial and error science, and it may take a while before your perfect your recipe for success.

Let's mix it up.

Are you ready to take your marketing campaigns to the next level? Send us a quick message and we'll be in touch with you soon! Feel free to also give us a call at: 602.840.5530.