How do you ensure a successful marketing campaign? Is it based on the number of likes, views, shares, your ROI from the marketing budget? There are a lot of companies that have already implemented the SMART approach to ensure they can get the desired result.
This article is mainly for businesses that do want to invest in a marketing campaign and also want to get it right the first time. Some of the most common reasons working against them are
- Budget constraints
- Small user base
- Limited resources
- Time constraints
Every marketing campaign is unique, and every company defines specific goals to ensure that their campaign is successful. What if you had a way to make sure that the goals of your marketing campaigns are clear before you measure it. This article is for marketers who still aren’t aware of how crucial it is to get it right the first time.
SMART means Specific, measurable, achievable, realistic and time-bound. I know that’s a lot to take in so let me break it down for you.
Let’s say that you are interested in creating a marketing campaign, be it for a startup, a project of your own or for the client that needs it. If you keep certain things constant throughout your thought process while designing the campaign you would be all set.
- Specific: Set realistic goals and proper deadlines. Define target market, segments, budgets, etc.
- Measurable: Track your goals by assigning certain metrics that would logically make sense for your business.
- Attainable: I would like my campaign to reach 50,000 people within a particular time period.
- Realistic: Let’s be honest, if what you set aren’t realistic then your campaign will not yield anything.
- Time-Bound: Everything has to have a certain time frame so that you can justify your metrics.
I have seen companies spend weeks even months creating a SMART marketing plan and once they execute they get caught up with the results and forget about how to approach the problem again. Ensure that this does not happen, which is why I would suggest that the SMART marketing plan needs to have a feedback loop after every stage once the campaign goes live.
How does it look when it all comes together. One of my all-time favourite examples. The Burberry Kisses campaign had everything in place to ensure that it was successful.
Here’s how they did it.
- It was specific, and they knew their audience (Millenials)and what products of Burberry they purchased. The campaign had that same message and they beautifully integrated emotions and technology to make this happen.
- They tracked it and the results helped them do better in the future.
- It was realistic, who wouldn’t want to send a kiss back when a loved one sends you one.
Watch the video as to how a 150-year-old brand tells millennials that they are still relevant to them here:
As you can see why this campaign was so powerful and reached a huge audience in such a short span of time. Here’s something marketers around the world should be proud of. When everything comes together they create an impression of the brand in the minds of the consumers. Even though I had initially never heard of this brand, it makes me want to go and buy a product from them for a loved one.