Ingredients for successful campaigns


Success is the combination of the hard work with smart minds.  However, to lead a team of hardworking professionals and sometime naughty smart minds, the leader should possess strong intellectual charms.  The capability to drive the team towards the objectives without messing it up while adapting various skills in composing a winning song is possible if the leader has the charismatic intelligence.  Because, use of those talents in the journey of successful campaign is altogether a different proposition as they will all be using different instruments to create a perfect symphony.  
While the business leader knows how to handle hard working professionals and smart minds, the article is also about necessary ingredients for a successful advertising campaign.  Any successful campaign starts with defining the objective in clear terms and securing the resources including talents to hit the results.   The necessary ingredients are:

a)      Setting objectives:  The primary task prior to any advertising campaign is that the leader must define the brand and product goals in clear terms right through the campaign concept, creative, execution points, methods, engagement with audience, responses to them, social selling scales, data analyses and overall measurement of performances.  Each one of them needs to be carefully seeded in developing overall campaign.

b)      Right connectivity:           One cannot throw money anymore on air expecting someone will smell and respond.  The myth of popular media sometime would never connect your brand or product with intended customers, because the media is for the brand, not vice versa.  Choose the right media connectivity and allocate the budget, not allocate the budget and choose the media. 

c)       Massive impact and ongoing success:  Most of the campaign is limited in creating massive impact, such as short term bursts, but missing long term ongoing results.  Examples, numerous sales campaign aiming to clear the stock or increase mass sales volume and eventually missing ongoing success.   Sales graph may go high and eventually fall to pre campaign level because the impact is not long term and does not bring loyal customers.  Further, the ongoing conversation will be missing whereas it is easy to create.   Though the short term objective is necessary, but there is no harm to harness the benefit from massive impact to channel them for ongoing success.   Creating ongoing success is possible with consistent engagement through conversations and advertisements ensuing the short term benefits.

d)      User generated and responses:  Reaction from users is need to be studied to understand either it is just noises or sales generation.  User’s responses and generated contents are keys to measure the richness in reaction.  Further, the reaction also requires improving social selling through consistent engagement without annoying them.   Social selling would support the primary news or television media in garnering enough sales generation in addition to valuable measurement analyses.

e)      Measurement:  Measurement is the key to analyze the campaign performances.  Not all ATL campaigns can be measured using research agencies, however, can be gauged through social media.  A carefully connected campaign with social media would help to proportionate the performance using intelligent campaign and response tools.  Analytical tools are available for free or relatively less cost to integrate with each campaign performances to measure the performances including competitor’s social media activities during the campaign period.


The above five are major ingredients for a successful campaign by using both traditional and digital.  It is always challenging if the campaign objectives are not clear and would lead to discontents and discomfort for all involved.  Digital and internet gives enough freedom to brand and products to alter the campaign course depend on response level and why waste it?  Using data to monitor and analyze the campaign course is exceptionally handy in setting the tone in traditional media.  Success or failure of any advertising campaign is determined by the business leaders before it is being launched.      

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