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Done right, brand campaigns have the potential to lift any business to the next level. However, there are some pitfalls to look out for. A bad brand campaign can be as devastating as a good one can be enriching.
Marketing and self-promotion are vital components for any business to find success. If people don’t know you exist, it is a little challenging to do business with them. The statement, “There’s no such thing as bad publicity,” has become a cliché in modern times. However, a poorly run brand campaign can severely affect a business.
Here are five tips for running a successful brand campaign.
Be Clear in Your Messaging and Objectives
This is two points in one, but it all stems from the same place. When embarking on the journey of launching a brand campaign, your messaging and goals need to be crystal clear for two fundamental reasons.
First, you need to clearly define the campaign’s goals and objectives, not just for you but for everyone who works at the company and anyone involved in the project. This is imperative because you want everyone to be pulling in the same direction when the campaign launches. More importantly, if you have clearly defined your goals, it will be far more straightforward to tell if the campaign was a success.
Next, make sure your messaging is obvious, because confused customers don’t buy things. If your brand campaign is ambiguous or confusing potential customers might become suspicious that you might be trying to trick them somehow.
Be clear, be straightforward, and you’ll have the building blocks of a successful brand campaign.
Leverage the Power of Celebrity Influencers for Your Brand Campaign
If you can swing it, getting a celebrity involved with a brand campaign can significantly impact the outcome. Famous people are like gold dust when it comes to marketing. And why is that so? It’s because people respond well to seeing a familiar face. They tend to like that person and ultimately emulate their behavior. Seeing them alongside your product in a brand campaign gives the impression that your product is a part of the celebrity’s daily life. It also gives the impression that the product is of high quality.
One of the most recent examples is Brad Pitt appearing as the leading man for Brioni’s Fall 2020 Campaign. With the pictures taken in black and white and Pitt as the face, the clothing line stands out as supremely elegant and timeless.
In another example, this time from the financial services industry, Snoop Dogg teamed up with The General Insurance to create a light-hearted and fun campaign about car insurance.
In the iGaming sector, BetMGM teamed up with superstar Jamie Foxx for its new “The King of Sportsbooks” campaign. BetMGM is one of the most popular sites for online gambling in New Jersey. Foxx is world-renowned for conquering all facets of the entertainment world, including comedy, film, and music. The partnership feels like a match made in heaven.
Integrate All Marketing Channels Available to You
A brand campaign is a significant undertaking, so don’t skimp out on any area where you can gain traction. A study from eMarketer found that up to 80% of small and medium-sized businesses have never used ads on Facebook.
When you are marketing a product, especially online, you advertise to a broad and diverse range of people. Your messaging and the platforms you choose to market your brand on should reflect that. Not everyone is on Facebook, and not everyone watches television. Therefore, you need to cast the net as wide as possible. Your intention should be to attract as many new people to your brand as possible.
“Your social audience is not a single undifferentiated blob of people trying to friend others or find deals. They can be divided and defined into distinct behavioral groups with distinct missions when interacting with your brand. The social channels represent a living, breathing group of people voicing opinions and responding to world events,” explains Harpreet Singh, CEO and co-founder of Kvantum.
Understand the Audience for Your Brand Campaign
It is still essential to do the relevant research and understand who your target audience is. While it might be a diverse group of people from different walks of life, you can’t assume everyone is a potential new customer.
Gaining an understanding of whom you are talking to with a brand campaign is invaluable. This is because it allows you to craft a message that speaks specifically to those people. Once you have figured out who your target audience is, it can also help to create buyer personas. This way, your staff and other people involved with the campaign can keep on top of what their objectives are.
Understanding your audience also allows you to consolidate your brand message and focus on the campaign. Successful brand campaigns are simple for consumers to understand and connect with.
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Spend Smart on Your Brand Campaign — Not Large
Your brand campaign’s aim should be to make waves and be noticed. But that doesn’t mean just throwing more and more money at the situation. Making an impact does not necessarily mean spending more money, especially if you take heed of this list’s points.
Understanding your audience, integrating your marketing channels, and being transparent in your messaging allows you to drill down to exactly what you are trying to achieve. Hopefully, it will also enable you to spend less money in doing so.
An extensive, expensive, garish advertising campaign will mean nothing if consumers cannot understand the message. On the other hand, a well-planned and well-executed project with a small local charity can be inexpensive and gain you a world of goodwill.
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