The word 'campaign' can seem really confusing and vague to many new business owners or organizational leaders - understandably! In this article, you'll learn the most important thing to know about campaigns and hopefully clear up a whole lot of confusion going forward.
A campaign essentially starts with a single important objective, for example 'Sell our chocolate boxes for Valentine's Day.' You would likely call this 'campaign' something like 'Valentine's Day Chocolate Box Campaign 2018.'
When it comes to where to go from there the first thing to know is: Every campaign, event of any kind and every sales promotion you've ever seen has something very important in common. They are simply 'things' that you want to get the word out about/promote. ...So how do you do that? Where do you start? ...in a reliable, tried and tested way?
It's also important to realize that every well-planned out campaign, event, or promotion is comprised of the same common elements. That's great news if you're working on learning marketing for your business or organization. Once you get to know the elements everything has in common, you'll know how to plan, talk about and promote pretty much anything.
Sure, there are one-off events, ongoing events, serious campaigns, casual campaigns, big events, small events and promotions with all sorts of varied specifics. Still the key components remain the same.
Here's another way to think about it. Every book might hold a different set of details... but each can be broken down into the same 'literary' elements. The same goes for all campaigns, special events and special offers and promotions. (From promoting a small school bake sale to rolling out the new season's fashion line for an international brand).
The elements all campaigns will have in common are: an objective and or title, a brief description (of what it is), details (like location and how-to-pay details etc.), a 'why' to attend, a 'why now' attend (element of relevancy), credibility details, social proof, call to action, who should attend (audience), and sometimes a 'hook.'
When an author is planning a story, they can start with a list of elements like main idea, characters and plot etc. and jot down notes on each to have a good idea of the most important pieces of the story going in. It's very helpful to do the same in your marketing whether you have a campaign objective coming up, an event coming up or a special promotion of any kind coming up that you want to promote.
Now that you know the above elements of a campaign you'll start to notice them within just about every piece of marketing you see... from fliers, to billboards, etc. Learning these key components can make you more of an 'expert marketer' of anything. Learn them whether you're going into full-fledged business or simply promoting a one-off event as a volunteer for a charity.
Also remember that many promotions and events themselves can fall under the category of a single 'campaign' objective. We'll also talk more about that later! Being able to picture this type of organizational hierarchy will help you to not only plan and write copy for anything, but also to organize your media and other things like Facebook ads easily.
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