There is little argument against the fact that one of the toughest tasks you will face in the business world is going through the process of leading and having to manage a marketing campaign. You will need to be ‘on the ball’ and take care of many different tasks throughout the course of a campaign – but you need to be fully prepared to manage a team, manage a budget and ensure the successful completion of the campaign. Now, as we all know in the world of business not everything goes as smoothly as we would hope, and being able to guarantee success is virtually impossible. However, to ensure that you don’t fail, you need to make sure that you are fully prepared for the task ahead. With that in mind, take a look at the tips below to ensure that you can lead a successful marketing campaign.
Set the Objectives
When a business goes through the process of deciding whether or not they need to run a marketing campaign, the main end goal which they aim for is firstly develop a brand image which they can push out to consumers with the hope of building awareness for their product/service. Once this is achieved, they will then want to make the transfer of taking them from being consumers to them being customers.
Taking this into consideration, the main thing you need to do as leader of the campaign is ensure that the KPI’s (key performance indicators) are realistic and relevant to the tools you will use. For instance, if you want the campaign to bring in direct sales it can be a good idea to use coupons as you can directly attribute any sales with the coupon down to the marketing campaign.
Choosing Your Team
When preparing your marketing campaign, it is most common for there already to be a team in place who handle marketing for the company. With some campaigns, you will not need the full team for your campaign, so you will be asked to pick 6 or 7 people to work with you for the duration of the campaign.
When picking the team, you need to firstly think about your own personality and how it will work when managing other members of a team. The reason for this is that you don’t want to have to deal with any confrontational members of a team who may not be able handle your style of leadership. Additionally, you will need to pick a good variation of team members for the campaign. You will need people who are analytical, versatile and can provide ideas to help benefit the campaign.
Once you have precise and clear objective set for the campaign, the next step is for you to plan out how you will use the budget that you’re in charge of. This is probably the most difficult task you will face as the leader of the campaign because you essentially have to strategically think about the best practice for spending each penny.
The key to using the budget economically is finding the most cost-effective tools when marketing the product/service. As mentioned, the tools used will be dependent on the overall objectives, but there are still certain marketing tools which can be useful for all targets. One of these is direct marketing. When it comes to improving brand recognition – which is typically the first step needed when having a successful campaign – there are various direct marketing techniques which can help. Going out and meeting consumers face-to-face and handing out promotional products such as wristbands or t-shirts embossed with your company’s logo will instantly increase awareness and all for very little cost.
One of the best things to do when planning out your budget is to leave 10%-15% of it untouched. This is helpful if you end up having to spend more or if you receive any nasty surprises down the line.
Once the campaign has got the green light and is underway, you will need to constantly monitor how it is performing. For this stage in the campaign, you will need to showcase strong man management skills. This is where you will have to ensure you pick the right people in your team which are best suited to being analytical, because you will need them to be assessing the campaign and pointing out if there is an area which can be improved.
You will then need to ensure you have the right team members who can quickly make the transitions in the campaign should anything you need change anything.
When monitoring your campaign this is where it is important for you to have some of your budget left over in case you need to change something. You could also be faced with the task of having to hire new members of staff if your current ones aren’t adequately trained to handle the tasks you set them. This can be a long process and you may have to pay high to get the best, so you should certainly be prepared for this.
Once the campaign has run its course, and comes to its end, the last thing you will have to do is thoroughly analyze how it preformed. This allows you to gain a good insight into what went well, how you worked well, how your team worked well, what was good about the campaign, and what was bad about it. You will probably have to produce some kind of report or presentation for the rest of the senior business staff. This is usually best because you will have to write everything out and it will give you a clear insight into the in’s and out’s of the campaign.
Once all of this done, you will be able to not only look back at how the campaign performed, but you will also be able to look at your own personal progression throughout the campaign. You can ask yourself what you learnt, what skills you used, enhanced or know need improving. Hopefully, you will have completed a fantastic marketing campaign and have yourself and big highlight in your career.
Ryan Duffy is a freelance writer who is a recent university graduate in Media Studies. His passion for people and writing has encouraged him to pursue this career full-time. Writing on behalf of a The Wristband Company, he enjoys writing about business and lifestyle topics. Connect with him on Twitter: @Ryan_Duff199