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 that 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 it comes to sending a campaign into the world. You can read the full interview - accompanied by a fascinating case study in 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 will help you to ensure that your research translates into genuine gains when you launch your campaign.
In my new 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!
One of the most important factors in executing a successful campaign is consistency. Working out the kind of branding that will chime with your customers, designing a brand voice, tone, and look around that, and then sticking to it across all messaging and channels is essential for closing the gap between marketing theory and marketing reality.
Over time, great brand consistency will make rather than follow customer expectations. Think, for example, of Hoover. Hoover, as everyone knows, started out by selling vacuum cleaners. So strong and consistent was their branding that over 100 years since the company launched, people in the UK and Ireland still refer to all vacuum cleaners as ‘Hoovers’.
In my book, I’ll take you through the steps needed to create a consistent brand look, voice, and tone. I’ll teach you how to make them work their effortless magic across everything you do. ‘Marketing Strategy’ will guide you through everything you need to make sure that your strategy is strong, actionable, and brings you the results you need.
Brand consistency has worked similar miracles elsewhere. Hoovers, Kleenex, Sellotape, Jacuzzi, Tarmac - all of these and more are brand names that have become synonymous with the brand’s product.
You, too, can seamlessly segue your brand with a product, or 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!
Not only this, but I will give you plenty of brand new case studies, interviews, insights, models and frameworks to help you out. Like my innovative EIDAL Framework:
Execute the perfect campaign with EIDAL
EIDAL helps you to execute a campaign by taking 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. Advertise it in your newsletter, via PPC ads, on social media and so on.
I - Interest. Spark interest with things like photos, product descriptions, video demonstrations.
D - Desire. Focus on your USPs. Why should your customer desire 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 again. Customer loyalty is a rare and precious thing - 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 help and guide you through every step of your campaign journey.
Order ‘Marketing Strategy’ today, and learn everything there is to know about strategic marketing!
Order your copy of the book today and get 20% discount
About Jenna Tiffany
Jenna Tiffany, award-winning marketer, has been recognized as one of the top 50 marketers to follow in the world. She is the Founder and Strategy Director at marketing agency Let’sTalk Strategy, providing strategic consultancy services across the digital marketing mix. She is a Chartered Marketer and awarded Fellow of the Institute of Data & Marketing (IDM) with over ten years’ marketing experience, and has consulted on marketing strategy with brands such as Shell, Hilton and World Duty Free.
Jenna is a keynote speaker, having spoken at hundreds of marketing events worldwide and is an elected member of the prestigious DMA UK Email Marketing Council. Jenna is also a qualified teacher regularly teaching marketing at universities. She regularly gets interviewed for her thoughts on marketing strategy and the latest trends.