Create a marketing campaign that stands out

Contributors

@paul-boag


Business Benefits

Differentiate yourself from mass marketing and increase your brand awareness.


Create a series of questions about the upcoming campaign.

Ask:

  • What benefits does the product offer?
  • Which features of the product are most compelling?
  • What questions do people typically have about the product?
  • What objections nearly stop people from acting?

Use in-person interviews and surveys to ask your questions of team members and existing customers.

In-person interviews provide more depth and qualitative feedback, whereas surveys allow you to reach considerably more people.

Create a spreadsheet with columns for Question and the name of each interview participant.

In the Question column, enter the standardized questions you prepared earlier. Enter the main points from each person’s answers in the column assigned to them.

Write your campaign’s copy using ideas from your interview spreadsheet, your brand values, and your brand design.

Your campaign should include:

  • A compelling tagline that describes what the offering is and how that helps the prospect.
  • Clear benefits from responding to the campaign. For example, if you are promoting a fitness app, the benefits are living longer, being more attractive and being able to do more in life.
  • A list of features that the product or service delivers. How does it fulfil the promise of the benefits?
  • Answers to any common questions or objections the audience may have.

Talk to your creatives team to design audiovisual assets that follow the campaign storyline.

Create video and images that speak directly to the audience in a fun and engaging way, using your brand colors and design. Consider people’s limited attention span and the interactive nature of the experience. Include:

  • Scannability
  • Usability
  • Accessibility

Find music for your videos and images that trigger an emotional response suitable to your campaign storyline.

For example, if your storyline is fun and upbeat, choose music that elicits happiness and energy.

Consider outsourcing the creation of music to match your exact needs, or use platforms like Incompetech or YouTube Audio Library to find royalty-free music.

Run A/B testing for your campaign using the same visuals and test songs that elicit different emotions.

Select between songs that are happy, exciting, epic, or upbeat. Run a small test using the same visual but different songs. Run the campaign for 3-4 days and decide which type of song performed better.

Launch your campaign using the best performing song and using all the visual assets that were created.

Go back to your design team and ask them to create new graphics and visual assets using the second best performing song.

Review your campaign progress and change the tone of your message if the campaign is not performing well.