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How to plan a successful marketing campaign

Knowing how to write a marketing plan is a great way to transform any business. Successful marketing campaigns can help attract more customers and expand the brand and the reach of the business. If you want to know how to plan a marketing campaign and what makes a successful marketing campaign, then the below information should help you:

1) Create a strong brand image

Remember that the brand is the business and so is much more than just a jazzy name or company logo. If you want to be memorable in the marketplace and have an identity, then the stronger the brand image, the more likely you will be to increase business growth and customer support. Consider what you’re trying to communicate to your customers and whether your strapline successfully does this.

i) Research – ask customers what they think of the ideas you have and look at other brands in the market place to see how theirs sound and look.

ii) Brainstorm – come up with ‘buzzwords’ that customers will want to hear about your product and consider what image you’d like to portray to them.

iii) Listen – feedback is crucial, so listen to what others have to say. Look at colours and image. You need to be clear and consistent for customers to buy into your product.

2) Clarify your offering 

It is extremely important for others to know what you’re offering and to be clear about the products and services you provide.

i) Research – market, customer and competition research will help you fully understand who you are as a business.

ii) Feedback – listen and write down what customers are asking for or have problems with.

iii) Examine – look at products and services, and work out how they can provide solutions to customer problems.

iv) Visuals – look into different services that describe what you offer in the best and clearest way.

v) Price – Look at yours and then at competitors to see if they’re the same, or if one is more expensive than the other (and the reason why, if so).

3) Know your USP 

Your unique selling proposition distinguishes you from your competitors and highlights your products to customers. Remember, it is not an advertising slogan, but more of a statement to others as to why your business is unique.

4) Get your key messages right 

These are statements about your business, which will address your customer’s needs. As well as informing them, they should motivate and inspire, as well as focus on products and services.

5) Write a simple marketing plan 

This is a great way of bringing all your goals together and to show off all your creative thoughts and ideas. Remember to include:

i) Who you are and what you do.

ii) A description of what is happening in your industry.

iii) What your competitors offer, including their strengths and weaknesses.

iv)  Your target geographic locations.

v) Your specialist areas.

vi) What you want to achieve.

vii) Where is the best market for your products.

viii) How much you are willing to spend.

ix) Actions for each method.

x) The resources required to achieve the above.

For more tips and advice read Quick Wins in Sales and Marketing: 50 inspiring ideas to promote and grow your business (£9.99, Robinson) by Jackie Jarvis