How do you ensure a successful marketing campaign? Is it based on the number of likes, views, shares or your ROI from the marketing budget? I know a lot of companies that have already implemented the SMART approach to ensure they can get their campaign right.
This article is mainly for businesses that do want to invest in a marketing campaign and also want to get it right the first time. Some of the most common reasons working against them are
- Budget constraints
- Small user base
- Limited resources
- Time constraints
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. I hope this article reaches marketers who still aren’t aware of how important it is to get it right the first time.
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 the client that needs it. If you keep certain things constant throughout your thought process while designing the campaign you are ready to go.
- Specific: Set realistic goals and proper deadlines. Define target market, segments, budgets, etc.
- Measurable: Track your goals by assigning certain metrics that would logically make sense.
- Attainable: I would like my campaign to reach a 50,000 people of current target segment within a particular period.
- Realistic: Let’s be honest, if what you set aren’t realistic then your campaign will not yield anything.
- Time-Bound: Everything has to have a certain time frame so that you can justify your metrics.
Most of the times I have seen that companies spend weeks even months creating a SMART marketing plan and once they execute they get caught up in the process of doing things and forget about how to approach the problem. Ensure that this does not happen, which is why I would suggest that the SMART marketing plan needs to have a feedback loop after every stage when the campaign goes live.
How does a SMART marketing campaign look when it all comes together. One of my all-time favourite examples. The Burberry Kisses campaign I believe had everything to ensure that it was successful.
Here’s how they did it.
- It was specific, and they knew their audience (Millenials)and what products of Burberry they purchased and so the campaign had that same message and they beautifully integrated personal emotions and technology to make this happen.
- They did track it and that when they realised how successful the campaign was.
- It was realistic, who wouldn’t want to send a kiss back when a loved one sends you one.
Watch the video as to how a 150-year-old brand tells millennials that they are sill relevant to them here:
As 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 consumers. Even though I had initially never heard of this brand, it makes me wanna go and buy a product for a loved one.