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Execute: How to Launch a Campaign That Works in the Real World
We're up to the E in the STRATEGY Framework. Time to put all that hard work to good use! Here's how to make sure your campaign finds its feet in the big wide world.
"We can't assume we know what our supporters want. We often see that people will tell us one thing and then do something different. It's not something we can control, but if we have more to offer, by giving people choice we can start to see patterns in behaviour and motivations."
That's a quote from Sarah Meikle, Senior Loyalty Officer at Action for Children. She's talking about the difference between theory and practice when sending a campaign into the world. You can read the full interview, along with a fascinating case study on fundraising during a global pandemic, in my new book, Marketing Strategy.
In the meantime, let's talk a bit about that difference.
Closing the Gap Between Theory and Practice
A coherent strategy helps make sure your research turns into real gains when you launch your campaign.
In my book's chapter on the E of the STRATEGY Framework, Execute, I'll teach you how to launch a strategy that performs as well in the real world as it does in theory. I cover vital things like:
- Building firm guidelines for brand consistency.
- The roles and responsibilities of your marketing team.
- Where to focus when implementing your campaign tactics.
- How to bring your campaign to life.
- Many fantastic case studies.
- An interview with the wonderful, insightful, and talented Sarah Meikle.
All told in an easy to understand, engaging style. Buy your copy today!
Why Brand Consistency Matters
One of the most important factors in executing a successful campaign is consistency. Work out the kind of branding that will connect with your customers. Design a brand voice, tone, and look around that. Then stick to it across all messaging and channels. This is essential for closing the gap between marketing theory and marketing reality.
Over time, great brand consistency will shape customer expectations rather than follow them. Think of Hoover. Hoover started out selling vacuum cleaners. Its branding was so strong and consistent that, over 100 years after the company launched, people in the UK and Ireland still call all vacuum cleaners "Hoovers".
In my book, I'll take you through the steps needed to create a consistent brand look, voice, and tone. I'll show you how to make them work their effortless magic across everything you do. Marketing Strategy will guide you through everything you need to make your strategy strong, actionable, and results-driven.
Brand consistency has worked similar miracles elsewhere. Hoover, Kleenex, Sellotape, Jacuzzi, and Tarmac are all brand names that have become the everyday word for the product itself.
You, too, can link your brand with a product, an expectation, or even a value, and reap the benefits of all your hard work. A coherent strategy combined with brand consistency truly can work miracles!
On top of this, I give you plenty of brand new case studies, interviews, insights, models, and frameworks to help you out. Like my EIDAL Framework.
Execute the Perfect Campaign with EIDAL
EIDAL helps you execute a campaign by guiding you through the different kinds of messaging you'll need at each stage of the customer journey:
E: Educate. Tell your target audience what you're offering. Pull them to your brand with educational content, like webinars and informative blogs.
A: Awareness. Spread your content and campaign around. Promote it in your newsletter, through PPC ads, on social media, and so on.
I: Interest. Spark interest with things like photos, product descriptions, and video demonstrations.
D: Desire. Focus on your USPs. Why should your customer want your offering more than your competitors'?
A: Action. Encourage or inspire the customer to convert.
L: Loyalty. Think about how or why the customer will come back to your product. Customer loyalty is rare and precious, so encourage it in any way you can!
You can learn more about EIDAL and where it fits into your campaign execution by (you guessed it!) buying my book. Marketing Strategy by Jenna Tiffany is there to guide you through every step of your campaign journey.
Order Marketing Strategy today, and learn everything there is to know about strategic marketing!
