The 5 Foundations of a Standout Marketing Campaign

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Female at a desk making marketing plans.

Marketing campaigns are a key feature of any marketing strategy. They’re a great way to get your brand noticed during key seasons, and to draw attention to product launches. But how do you make your marketing campaign stand out from the competition?

What is a Marketing Campaign?

To create a successful marketing campaign, let’s first look at how it differs from your usual marketing activity.

A marketing campaign is very specific:

  • it has a clear objective, such as to launch a new product or collection, and
  • it is focused over a distinct period of time, usually around 6 weeks.

Marketing campaigns are often linked to a season or a calendar event, perhaps Christmas or Father’s Day, and has a distinct purpose, for example driving sales or targeting a new type of customer.

In a marketing campaign your activities are very structured. They are focused on something slightly different to your usual marketing activity.

Campaigns are a great way to compare year-on-year success so that your brand can track what works for your customers.

How to Create a Standout Marketing Campaign

To build a marketing campaign that delivers results, there are 5 key foundations to put in place:

  1. Objective

The most important part of planning a marketing campaign is to define what you want to achieve. Do you want to grow your email database? If so, then make sure you know how many subscribers you currently have, and how many new sign-ups you want the campaign to achieve.

If you want to build awareness and drive the sales, know the figures you need to reach so that when the campaign ends, you can measure against your goals to gauge your success.

  1. Audience

The next most important foundation to have in place is a clear idea of who your campaign will target. Knowing who your target audience is crucial in building a campaign that is focused and direct.

Remember that the audience for your campaign may not be your entire audience; it could be a segment that has a specific need or shares particular interests.

Knowing exactly who you’re speaking to means you can recognise their pain points, buying motivations and concerns to identify the key transformation that your brand will bring. This means your campaign activity will be laser-focused for the best possible results.


  1. Messaging

With your audience defined, your messaging can begin to take shape. Use your words to show how your product takes away their pain points. For example, if your audience finds Dads hard to buy for, your Father’s Day campaign should show that you’re taking away the difficulty in finding the perfect gift.

Don’t forget that campaigns don’t have to be centered around big calendar events; if you have other launches in your business, such as a new local delivery by bike or changes in your sustainable business practices , these will make your brand stand out amongst your competitors.


  1. Image

Your choice of images and video in your marketing campaigns are just as important as your messaging. You need photography and film that stop the scroll, make your customer unwrap the catalogue, or read on when they open your e-newsletter.

Images give the wow-factor to your communications. They need to be eye-catching, so plan in advance and spend time getting the photography right. Videos and imagery should stop your audience in their tracks and make them want to find out more.


  1. Tracking results

The final piece in the campaign-building jigsaw is in measuring your successes. Having achievement trackers in place will help you see what works best for your audience.

For example, create a unique URL for your campaign or use a UTM (Urchin Tracking Module) code in your direct mail to show exactly where your website traffic clicked through to your site.

Monitor your marketing campaign while it is live to make small tweaks. Once your activity has finished, analyse against your goals to find out whether it is worth repeating.

When to run Marketing Campaigns

Campaigns should be run throughout the year to grab your audience’s attention. Aim for:

  • Two seasonal campaigns
  • Two product or collection launches,
  • Add in additional campaigns for sale periods and to draw in customers who haven’t responded to other campaigns.

Keeping your campaign schedule tight allows you to stay focused, plan effectively and develop assets (such as photography) that bring wow-factor.

A half-hearted campaign will be ineffective, so prepare in plenty of time – even up to a year in advance – for a coherent campaign with the biggest impact.

Why are Marketing Campaigns Important?

Without campaigns, marketing can become stale. Product launches can trickle out and go unnoticed by your audience. Without campaigns to drive momentum, your business will miss out on sales.

Campaigns create urgency and excitement because your customers are waiting for new collections. So show them what they’re looking for.

If you need help to create marketing campaigns that stand out, Coleman Hammond offers a marketing strategy service. We will help you reach your target audience, boost your customer base and improve sales. Contact us for a free consultation, we’d be delighted to talk things through with you.

Kerry x

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