There is a recipe you can follow for a successful campaign that will satisfy your audience.
While you may need to tweak some of the ingredients to add a new element — each time you make this recipe, there’s a good chance it will improve. Pinpointing the right part of your recipe (campaign) to bring out the flavor of your content or to build your following may need a pinch of this, or a dash of that but the recipe is still the same. As you improvise and make slight adjustments you’ll encourage your readers to come back for another helping.
To make your base campaign recipe, use the following ingredients:
Target Audience
This marketing campaign ingredient is critical. Without it, you’re simply throwing the campaign at the general public, hoping someone sees it and relates to it. Years ago, it’s what traditional marketing did with newspaper and television advertising campaigns.
However, marketing chefs got smarter. They realized that they should run toy ads during Saturday morning cartoons and the kids couldn’t beg their parents fast enough to get it. And how about that sugar cereal? The campaign recipe needed a tweak from a late night TV spot to join the Saturday morning cartoons as well.
Then there came the splash of the beer ads baked into the football games. From those two products, targeting an audience, understanding various products or services and who they should be geared toward has only become more detailed. But, you are more skilled now, too.
Your recipe calls for a specific demographic. Create your buyer personas after studying what audience members are searching for, how they shop, and what they value. Incorporate their generation, gender, and other demographics into these personas to further shape the audience segments. Many tools exist to help you understand your target audience members quickly, and these tools can even show you how to divide them into groups.
Product Differentiation
With so many other companies circulating their own campaigns in an attempt to claim the same audience, you need a heavy dose of clearly marked differentiators. By highlighting your product’s most marketable assets, your audience will see how your value differs from…
