Four Questions to Ask Before Your Next Marketing Campaign

By Kelly Wright

There are many components to successful marketing campaigns but the most important is strategy. To ensure your campaign has the biggest impact, you need a solid foundation. Before you get started with your next campaign, ask yourself these four questions:

Where do we want to end up and why?

Think about what you want to achieve from the campaign. Do you want to increase sales? Capture market share? Improve awareness? Setting well-defined goals will help guide your efforts throughout the entire campaign. Be specific – instead of just ‘increase sales’, how much and by when? Making your goals measurable is vital to track success – we’ll come back to that later.

Who is our audience?

Knowing your target audience is the single most important bit of information you can have. Without it, you are just stabbing in the dark. Who is your ideal customer? ‘Everyone’ is not an option. Are they male/female? What is their age range? What are their interests? What specific problem does your product/service solve for them? Spending time defining your ideal customer will help you figure out the best channels to reach them.

How does our product/service benefit our audience?

One of the biggest mistakes marketers make is to focus on the features of their product/service. You may think a list of technical features sounds clever, but customers don’t care about clever – they just want to know what’s in it for them. Benefits give customers a reason to buy. To change a feature into a benefit, ask yourself ‘so what’? What problem does this feature solve?

How will we know if it works?

Measurement should be a priority to prove success and see where you can improve. If you’re not sure what constitutes success for your campaign, this handy table will point you in the direction of possible metrics for your objectives.capture

Does Your Chinese Zodiac Sign Affect Your Marketing Decisions?

By Kelly Wright

The Chinese believe that the zodiac sign you are born under affects your personality traits. With personality driving a lot of our subconscious decisions, what does the year you were born say about your marketing?

People born in a rat year are adaptable which is great news for their marketing in the ever-evolving digital landscape. Their persuasive nature is reflected in their marketing, with the power to achieve an action from the customer.

A year of the ox means your marketing is strong and steady – characteristics that reassure customers that you and your products are reliable.

Is your marketing ambitious and confident? Then maybe you’re a tiger.

You can trust a rabbit to understand their customer with marketing that is genuine and empathic, tapping into emotions to create a human connection.

Dragons tend to be more artistic and imaginative which makes for marketing that really stands out from the crowd.

While snakes are organised, their initial actions can be impulsive. However they learn quickly from their mistakes, so expect their marketing to evolve and develop.

Horses are active and enthusiastic participants in the creative process and love to take centre stage. They strive to delight their audience with marketing that demands attention.

Goats are dependable and calm, reflected in their well thought out and planned marketing.

People born in a year of the monkey are quick-witted, lively and smart. You can expect their marketing to show some personality, often with a cheeky twist.

Roosters are guided by instinct, producing marketing that is confident and honest. Like the morning wake up call, they’re always first to wake up to new opportunities and may use more diverse communication channels than other animals.

You can trust a dog to understand the needs of their target audience and speak directly to their pain points – they are man’s best friend after all! Don’t expect them to push their brand outside of guidelines – dogs are fiercely loyal to their brand identity.

It’s easy to rely on a pig – trust them and they won’t let you down. They are modest and don’t need fancy bells and whistles to show off, preferring their actions to do the talking. This is reflected in their marketing, which is seen as honest, trustworthy and direct.

Not sure where you fit in? Find out your animal here and see if your personality traits influence your marketing decisions.