Part II – Creating a campaign around your brand identity
Once you’ve figured out your brand identity, it is essential to determine how to move forward with a campaign that strategically addresses your target consumer. While the types of campaigns you can run are as varied as the types of businesses themselves, you can use some of our tips to help you design something that works efficiently and effectively to help target your ideal consumer.
Go Where Your Audience Is: Think you know your audience, and that they’re all on Facebook? You may be mistaken. These days, Pinterest is extremely popular with adult women, while male geek-types may use Reddit more than Twitter. Some children even view Facebook as something that only their parents use – certainly, no 12-year-old wants to hang out where his mom hangs out. If you don’t know where to find your target consumer, it’s imperative to find out before you develop a social media campaign.
Keep Your Expectations Realistic: If there’s one thing I’ve learned in my years as a strategist, it’s that no one can make a video go viral. This is particularly true if it doesn’t reach a person on an emotional level, such as through humor or heart. If you think simply telling someone about your product or service in a video will garner millions of views, it’s important to review your strategy. Instead, consider what will appeal to your audience, and market toward their emotions.
Remember the Brand Power of a Comprehensive Campaign: Your Twitter strategy is getting tons of interaction, and your Instagram account gets hundreds of “likes” every time. But something still seems amiss in terms of success. What’s going on?
Perhaps it’s first important to address whether there is a clear call to action established within the context of the campaign. If the goal is to get new followers, then reaching out to the people on Twitter who already follow your company doesn’t do much good. In order to create the best interactive campaign you can create, our Orlando ad agency advises you to find ways to efficiently integrate several multimedia platforms if possible. You can talk about your Instagram photo contest on Twitter and sync it with Facebook, or you can create a TV ad with a clear call to action to ask people to follow you on your various social media accounts. Carefully consider the medium, the message and the desired goal.
Keep It Agile: Even amazing ideas may fail sometimes (remember Friendster, the precursor to MySpace [which was the precursor to Facebook]?). But, if you’ve formulated a strategy that you can pivot as it takes shape, you’re far ahead of your competition and, in some cases, can prevent major PR disasters should your plan go awry.
Learn From Mistakes: Every single company in the world makes mistakes from time to time, and often these mistakes involve failed marketing strategies. Examine what went wrong, and what you could do differently. Even in the case of a successful campaign, it is important to examine the results in order to help duplicate success in the future.