module 3.1 designing a communication campaign

What behaviour are we trying to change ?

A communication campaign is not about creating ads . its about influencing customer behaviour in a measurable way

A good campaign answer this five questions

who are talking to ? ( Target audience )

What do we want them to do (Objective)

What message will change their behaviour (key message )

Where they will see it ( media strategy )

How will we know it worked ? ( measurement )

Most failed campaign skip one of these steps

Define the audience

One of the biggest mistake in marketing is :

“Our product is for everyone “

If the audience is everyone , the message becomes weak

Example : gym membership possible audiences

Student , busy professionals , new parents

Each group has different motivation

Marketer must deicide which audiences are we trying to influence

Define the behavioural objective

Weak objective - increase awareness

Better objective - increase trial purchases

Even better objective - increase first time purchase is among urban professional age 25 to 40 . good campaign target behaviour, not vague ideas

Create the message

After identifying the behaviour, the next question is :

“what message will influence that behaviour”

A message should connect :

Customer insight with desired action

Example ;

Customer insight : people forget to buy milk

Desired action : keep milk stocked

Message : “ don’t run out “

Simple , direct , behaviour - focused

Why simplicity wins

Many campaigns fails because they try to communicate :

10 benefits

5 features

3 promotions

At the same time, customer, remember very little

Practical rule :

Campaign should have one primary message, not five

Choose the right media

After deciding the message

Choose where customers will encounter it

The decision depends on where the audience spends attention :

Target audience: teenagers/senior executives

Instagram

YouTube

LinkedIn conferences, industry publication

Marketing strategies, follows, audience, behaviour, not marketer, preference

Measure success

Campaign without measurement is a guesswork

Before launching, define success

Possible metrics awareness : Brand recall , Ad recall

Engagement : Clicks ,Shares ,Comments

Behaviour : Purchases , Trails , Sign - ups

Business outcomes : revenue , market share customer retention

Strong campaign begin with

Here is what customer think , feel, or do

Strong campaign process :

1 Research

2 Customer insight

3 Behaviour objective

4 Message

5 Media

6 Measurement

What marketers should learn when evaluating any campaign?

Who?- Who are we targeting?

Why?-What problem are we solving?

Behaviour?- What action do want ?

Message?-What inside drives the message?

Channel?-Where the customer will encounter it?

Measurement?-How success will be evaluated?

If any answer is unclear, the campaign is probably weak