How do you understand if your marketing campaign was successful or not? Is it based on the number of likes, views, shares or your ROI from the marketing budget?
Every marketing campaign is unique, and every company defines specific goals to ensure that the campaign is successful. What if you had a way to make sure that the goals of your marketing campaigns are clear before you measure it. That way you would know what your KPI’s would be to properly gauge its success.
If you want to invest in a marketing campaign and want to get it right the first time then this strategy will do wonders for you. The basic steps before creating a marketing campaign would be market analysis >> market research >> segmentation >> targeting and finally positioning. This is the standard workflow and it does help you reach the right audience and it would be a successful campaign. So why SMART marketing?
SMART means Specific, Measurable, Achievable, Realistic and Time-Bound. I know that’s a lot to take in so let me break it down for you.
Let’s say that you are interested in creating a marketing campaign, be it for a startup, a project of your own or for a client that needs it. keep certain things constant throughout your thought process while designing the campaign and it will produce favourable results.
- Specific: Set realistic goals and proper deadlines. Define target market, segments, budgets, etc.
- Measurable: Track your goals by selecting a given set of metrics that would help you analyze your campaign thoroughly. Metrics could be anything like no of people, time period, region, cost etc.
- Attainable: I would like my campaign to reach 50,000 people from the current target segment within a particular time frame.
- Realistic: Let’s be honest, if what you set aren’t realistic then your campaign will not yield anything or even if it does you will not know what to make out of it.
- Time-Bound: Everything has to have a certain time frame so that you can justify your metrics.
Ensure that the SMART marketing plan needs to have a feedback loop after every stage when the campaign goes live. I have seen many brands spend weeks even months planning a SMART marketing campaign and afraid to execute it because they are already worried about the results it would yield.
What does a SMART marketing campaign look like when it all comes together. One of my all-time favourite examples, The Burberry Kisses campaign.
Here’s how they did it.
- It was specific, and they knew their audience (Millenials)and what products of Burberry they purchased. The campaign had that same message and they beautifully integrated personal emotions and technology to make this happen.
- They tracked it and understood how successful the campaign was. This would help them create better campaigns in the future.
- It was realistic, who wouldn’t want to send a kiss back when a loved one sends you one. It was also time bound and they were all being measured.
Here’s how a 150-year-old brand tells millennials that they are still relevant to them here:
You can see why this campaign was so powerful and reached an unimaginable sized audience in such a short span of time. Here’s something marketers around the world should be proud of. When everything comes together they create an impression of the brand in the minds of the customers. Even though I had initially never heard of this brand, it makes me wanna go and buy a product from them for a loved one.