Marketing campaign activity |
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Stretch & challenge: Which members of staff within the organisation should be effected by the slogan?
Information
A marketing campaign involves considerable thought and planning and may impact on many people, if not all staff, at different levels of the organisation. The purpose of a campaign is to increase the business' positioning in the marketplace, e.g. market share, brand recognition, consumer emotions, etc.
The key features of a campaign need to be explicitly, e.g. price, value, USP, who to target, etc.as well as the desired outcome. To avoid a scattergun approach a business should use appropriate aims and objectives in pursuit of their goals.
A marketing campaign involves considerable thought and planning and may impact on many people, if not all staff, at different levels of the organisation. The purpose of a campaign is to increase the business' positioning in the marketplace, e.g. market share, brand recognition, consumer emotions, etc.
The key features of a campaign need to be explicitly, e.g. price, value, USP, who to target, etc.as well as the desired outcome. To avoid a scattergun approach a business should use appropriate aims and objectives in pursuit of their goals.
SMART objectives
Specific – outline in a clear statement precisely what is required.
Measurable – include a measure to enable organisations to monitor progress and to know when the objective has been achieved.
Achievable (or agreed) - design objectives to be challenging, but ensure that failure is not built into objectives. Objectives should be agreed by managers and employees to ensure commitment to them.
Realistic (or relevant)- focus on outcomes rather than the means of achieving them All rights reserved. No part of this publication may be reproduced in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.
Time-bound (or time-bound) – agree the date by which the outcome must be achieved.
Specific – outline in a clear statement precisely what is required.
Measurable – include a measure to enable organisations to monitor progress and to know when the objective has been achieved.
Achievable (or agreed) - design objectives to be challenging, but ensure that failure is not built into objectives. Objectives should be agreed by managers and employees to ensure commitment to them.
Realistic (or relevant)- focus on outcomes rather than the means of achieving them All rights reserved. No part of this publication may be reproduced in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.
Time-bound (or time-bound) – agree the date by which the outcome must be achieved.
In addition to SMART objectives, marketing teams will also make use of situational analysis tools such as SWOT and PESTLE when developing a marketing campaign.
Information
As previously stated, a marketing campaign needs to have focus if it is to be successful, however not all businesses are targeting the same market. Distinctions can be seen in the difference between big business and small business, premium and budget, etc. Often a business will need to delve into the demographic data to find out about the people, their income, lifestyles and the society in which they live. The following sources may be of interest:
As previously stated, a marketing campaign needs to have focus if it is to be successful, however not all businesses are targeting the same market. Distinctions can be seen in the difference between big business and small business, premium and budget, etc. Often a business will need to delve into the demographic data to find out about the people, their income, lifestyles and the society in which they live. The following sources may be of interest:
> Census statistics produced by the government
> Economic, financial and forecast data, such as The National bureau of Economic Research in the USA, Global Economic Data and Forecasts, Global Financial Data, Global Economic Prospects, National Statistics.
> Analysis of primary data including customer feedback, mystery shoppers, surveys and questionnaires, third party research info (Nielsen and TTMC.co.uk)
> Competitor analysis including reports on business growth and performance (BIS, ONS, OECD)
> Economic, financial and forecast data, such as The National bureau of Economic Research in the USA, Global Economic Data and Forecasts, Global Financial Data, Global Economic Prospects, National Statistics.
> Analysis of primary data including customer feedback, mystery shoppers, surveys and questionnaires, third party research info (Nielsen and TTMC.co.uk)
> Competitor analysis including reports on business growth and performance (BIS, ONS, OECD)
Task 3
You work for a market research agency and have been asked by a publishers to feedback on what type of local magazine would be suited to the people living in the Sandon area, post code CM2 7AQ. You have been asked to feedback on:
You work for a market research agency and have been asked by a publishers to feedback on what type of local magazine would be suited to the people living in the Sandon area, post code CM2 7AQ. You have been asked to feedback on:
Use the link opposite and any other websites of your choice to help, include a summary of what type of magazine would be best suited to the people living in the area.