Topic 3: How to Develop a Successful Campaign Plan PDF

TOPIC 3:HOW TO DEVELOP A SUCCESSFUL CAMPAIGN PLAN Successful campaign plan involve Media Plan to support the The Resources campaign. required to Campaign deliver the Objectives and...

TOPIC 3:HOW TO DEVELOP A SUCCESSFUL CAMPAIGN PLAN Successful campaign plan involve Media Plan to support the The Resources campaign. required to Campaign deliver the Objectives and campaign Strategy in objectives. context.  1-Campaign objectives and strategy in context Develop From situation Develop Campaign analysis strategy objectives A-Campaign objectives Organizational or business objectives Also you need to align with ; Hierarchy of organizational objectives marketing objectives, which will in this way ; Finally, your communication or campaign objectives cascade down from your marketing objectives. Setting SMART objectives  B-Campaign Strategies Message and positioning strategies linked to organizational and marketing objectives Positioning a brand or particular products or services in the minds of the target audience is a critical marketing task. You need to position, or reposition, your brand, product or service, in a way that differentiates it from the competition by giving it a distinct and valued place in the minds of your target audience.  B-Campaign Strategies: Positioning strategies The key steps in positioning brand  1-Determine your competition: Define who is your competitor B-Campaign Strategies: Positioning strategies 2- Competitive dimensions : Operational efficiency (price) do a limited very efficiently, at very low cost. Product or service leadership (innovation or having the best products or services). Provide the best products, services or solutions to customers. Continuous innovation underpins this strategy. B-Campaign Strategies: Positioning strategies Customer intimacy (how well the organization knows and serves its customers).: meet the needs of individual customers. Customer intimacy is based on customer insight..  2- customer dimensions : What customer require from you at the firs level B-Campaign Strategies: Positioning strategies  3- Determine the competitive position :maps -you will be able to see what B-Campaign Strategies: Positioning strategies  5-A positioning statement B-Campaign Strategies: Target Positioning strategies VP Brand B-Campaign Strategies: Message strategies Messaging strategies Important element: Link with positioning statement. You should in three or four key messages to communicate to your target audience. The messages must appeal to your target audience by demonstrating clear benefits to them, setting yourself apart from your competitors, and being important to them. You should consider the situation analysis , PESTLE ( remember that when you work in different country ) and positioning statement The messages must also be consistent with your values or brand  Marketing mix content While focusing on your campaign strategy you also have to be mindful of the wider marketing context. Promotion: campaign is aligned with the other 6Ps (already have been determined in your broader marketing plan. Product : Promoting your product heavily to your target audience when you don’t have enough product, or can’t get it distributed to retailers in time, is asking for trouble Place : If you are promoting and selling luxury product also choosing the Retailers is very important. Price : If you are selling a luxury watch, renowned for its high quality  Marketing mix content People : The people involved in delivering the product or service to customers also need to be consistent in the message that they are communicating. Process : Your processes and systems also need to support and be supported by whatever you communicate in your campaigns. Physical Evidence : The premises used to deliver the product/service need to be consistent with the image that is being communicated by the other elements of the marketing mix, as well as the positioning and messaging that is being communicated through your campaign. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-1-Campaign budget setting methods The finance department would like to know definitively that if they spent X amount on a campaign it would deliver Y revenue. organizations have to try to forecast as accurately as possible what the costs of the campaign will be and allocate a budget accordingly. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-1-Campaign budget setting methods Campaign budget setting methods: larger organizations use two main approaches : 1. Top-down budgets : are set by senior management, possibly with some input from different departments, and then handed down. Unfortunately there may not be enough budget allocated to achieve all of your objectives completely. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-1-Campaign budget setting methods Campaign budget setting methods: 2. Bottom-up budgets : are set further down the hierarchy by department managers, submitted for approval and disseminated throughout the organization. The process is very time-consuming and can be inaccurate because each manager, in their attempts to make life easier. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-1-Campaign budget setting methods Percentage of sales (or percentage of profit) : the budget allocated is usually a percentage of the planned revenue. The percentage allocated will depend on the campaign objectives and the Other types level of competition in the market. In consumer markets, budgets are typically between 1% – 5% of expected sales. Traditional spend : the budget is round about ‘what we always spend’ on a campaign. The ‘me-too’ approach (or ‘competitive parity’) : The budget is determined by a similar percentage of sales to competitors. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-1-Campaign budget setting methods Zero-based : each financial year starts at zero, and the marketing director (or equivalent) must justify every expenditure, including campaigns, that they want to conduct in the coming financial year. Other types The business then assesses whether this expenditure is warranted, and whether the activities will help the organization achieve its business objectives Arbitrary : the budget is whatever the CEO, finance or marketing director want it to be.  Objective and task approach : This method involves setting specific campaign objectives, deciding what tasks need to be completed to achieve those objectives, and calculating how much money it will cost to complete the tasks. Share of market/share of voice (SOM/SOV) : based on current and desired ‘share of market’ and linked to what has happened and is happening in the marketplace. Hits : Share of voice (SOV) measures the percentage of brand awareness within a given market that is attributed to a particular brand, company, or product. Market share or Share of Market (SoM) is the percentage of sales within a given market that are attributed to a particular brand, company, or product. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2 Cost identification Every campaign plan must include a calculation or estimate of the costs of the campaign: no organization will approve an open-ended plan where the costs are unknown. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-3 Human resources 1 Skills analysis: First you need to establish what skills you need, then what skills you already have. 2 Time: Campaigns can last days, weeks, months or even a year or more. You need a clear and realistic idea of how long all the tasks to implement your campaign will take. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-3 Human resources 3 Workload allocations: You then need to ensure that you have the right people available to deliver the plan in the timeframe you have set. You need to build in holidays and potential sick leave to your calculations – if your deadlines are too tight an unexpected absence or week’s holiday may throw the campaign plan into 4 Responsibilities Campaigns usually run on tight schedules. you should set out clearly who has responsibility for which tasks – including what level of authority they have to make decisions. 2-Recommend the Use of Resources Required to Deliver the Campaign Objectives 2-4 Resources needed In some times you can go for external resources. You also you may You may need to train the existing staff. You may recruited staff. Hire freelancers. Hire an agency You need also to consider recourses ( money and people ) constrain.  3-Develop media plan to support the campaign Frist take care both and in same time from message and media that will reflect the message. Need to check 1 CPV: is the prospective customer’s evaluation of all the benefits and costs of your offering compared with those of your competitors The equation for ‘total customer-delivered value’ is the difference between the value the customer thinks they are getting, and what it costs them (not just in monetary terms) 3-Develop media plan to support the campaign CPV Product Monetary benefit cost Total Service Total Time cost customer benefit customer Energy cost Benefit Personal cost benefit Emotional Image benefit cost  3-Develop media plan to support the campaign Another useful approach is to identify and devise a Unique Selling Proposition (USP). 2-USP This is best done by putting yourself in your customers’ shoes. Ask yourself the following questions As a customer, what do I want or need? What problems do I need the product to solve? What do I expect from this product/service? What benefits do I get from it? Why should I choose this one over competing offe rs? Once you have a clear customer value proposition or USP you have a focus for your key messages.  3-Develop media plan to support the campaign Communications mix Advertising: There is no better tool for reaching a large number of people, at a low cost per viewer, than advertising. You can use advertising to raise awareness of your business and its products and services, to remind customers who you are, to educate people, to promote special discounts or offers, to build a preference for your brand over your competitors, and to counter competitors’ advertising and claims. Advertising comes in many forms, including TV, radio, cinema, outdoor (billboards and posters), and print (newspapers, magazines, etc.). Digital technology has spawned a whole new array of advertising tools.  3-Develop media plan to support the campaign Communications mix Direct marketing (including email, social media and websites or field marketing )One of the most effective communications tools is direct marketing – sending messages to customers and potential customers with the aim of getting them to respond in some way  3-Develop media plan to support the campaign Communications mix Personal selling This can take place in person (in a car showroom, for example), or over the telephone (known as telesales). The advantage of face-to-face selling is that it is more direct, engaging and memorable, and it enables the salesperson to see and judge the customer’s reactions and respond accordingly.  3-Develop media plan to support the campaign Communications mix Public Relations: Public Relations (PR) one of the best-known marketing communication tools. It is commonly used to raise awareness of a business and its ‘profile’ (how well-known it is), and to announce new products or services, significant milestones and achievements, and to counter negative publicity. PR is a vital tool for an organization to manage its reputation with its ‘publics’, or stakeholders (consumers, society in general, government, shareholders and investors, employees, and so on).  3-Develop media plan to support the campaign Communications mix Sales promotion: Sales promotions usually take the form of money-off promotions, free samples, coupons or prize draws, and are often used in the retail market. Organizations use them mainly to increase sales by prompting people to buy, or buy more of (2 for 1 offers, for example), a product or service, but they also use them to reward loyal customers and encourage them to stay with them even longer. The 4Cs framework – a summary of the key characteristics of the tools of marketing communications  3-Develop media plan to support the campaign Multichannel planning and integrating digital and offline communications As the name suggests, the message, or core creative idea, takes priority, and marketers/agencies then choose the most appropriate channels for communicating that message effectively to the target audience. So that might be advertising, but it might equally be, for example, public relations or direct marketing or digital marketing – or, more usually, a combination of all four. Media planning and buying processes Buying the Select the media media mix Set the media Describeobjective the target Asses the communication environment The explosion of digital media has transformed the media landscape. The POE model Paid – advertising and promotion. News paper Ad Magazine Online ads Outdoors Owned – your own content and publicity. Blogs Website Mail Campaign site Earned – your audience or customers are advocates for you and share your messages or materials. Influencers Peer to peer PR Media selection The size of the audience – viewing figures, readership, circulation, for example. The nature of the audience – gender, geographic location, social and demographic data, psychographics, for example. The suitability of the medium’s technical characteristics for the message – for example, print quality, size of text, appropriateness of the programming. Media selection Cost-effectiveness of the medium – s a metric used to evaluate the efficiency of different advertising media in reaching the target audience. CPM is calculated by dividing the total cost of the advertising campaign by the number of impressions (or views) it generates, then multiplying by 1,000. This metric allows advertisers to compare the relative cost of reaching 1,000 people across various media platforms, such as television, radio, print, and online. Measurement – is data available to evaluate the success of the campaign? Media planning concepts Impact : the power of a message through a given medium to make the recipient sit up and take notice. Often the combination of audio and visual maximizes impact. Circulation : the number of copies (of newspapers, magazines etc) circulated. Readership (or viewership/listenership): an estimate of the size of the audience, derived from market research. One issue of a magazine can have several readers. Reach (coverage/penetration) : the percentage of people in the target audience exposed to the campaign. Frequency: the number of times a member of the target market is exposed to the media vehicle – that is, the specific TV or radio station, newspaper or print publication, or online website, not the ad message itself – during a certain time period. It is measured by OTS (‘opportunity to see’).  Media planning concepts Opportunity to see (OTS) ; although an individual may be exposed to the media vehicle, they may not have seen the advert. OTS measures the opportunity – also known as media impressions. OTS is calculated by dividing your TVRs by your reach: At 300 TVRs we have about 70% reach. That means the average OTS is 300 / 70 = 4.2. TVRs or TV rating points are a way of sizing target audiences across both demographics and geography Duplication : when a member of the target audience is exposed to two or more adverts carrying the same message. Gross rating points (GRP) : the measure of the total number of OTS generated in a set period. Reach x frequency = GRP.  Media scheduling Media planners make expert decisions regarding the best use of a particular medium, but there are a number of established scheduling patterns. Media buying Media buyers are skilled at negotiating the best rates and securing discounts, sometimes through buying in bulk on behalf of multiple clients. The bigger your budget, the greater your bargaining power with media owners, who often reward multiple or volume bookings with bigger discounts. Media buying Their job is to optimize their client’s campaign budget, and sometimes that means adjusting or changing the schedule to reflect changing circumstances or competitor activity. Media buyers monitor your campaign performance to try to ensure that they spend your budget optimally in getting your message in front of as many of your target audience as possible.