It seems like there’s just about every brand and topic out there vying for our attention these days. In a marketing 24/7/365 world, making your own campaign memorable isn’t always so easy. Here’s some tips on how to make your marketing campaign stand out from the crowd:
Determine the heart of your campaign
The topic of your campaign may be complex. For example, if your cause is obesity in America, your issue could involve many factors such as the impact of genetics, socioeconomic status, the prevalence of fast food chains, or the influence of stress. Further, the purpose of your campaign could be promoting healthy eating, exercise, or policy reform. Therefore, in your campaign it’s important to clearly show your viewpoint and be direct in communicating your goals. If you can’t clearly express your cause and purpose, it’s time to rethink your plan.
Reach your target audience
Who is your target audience? The answer will determine just about every aspect of your plan. For example, the target audience should reflect the age group represented in your campaign and will influence which media outlets you choose to spread your message. It will also affect your images; you’ll want the visuals to highlight your audience’s values so your content is relatable to their lives. In addition, your words and phrases should be adjusted depending on the intended audience. In short: connection is key. If a campaign does not reach its target audience, the message is completely lost.
Create a mood board to develop your visual identity
Your visual identity has to match the purpose of your campaign. An effective way to plan out the fonts and colors you will use in your campaign is to create a mood board which displays your ideas (either physically on a poster board or digitally). The mood board helps design a cohesive campaign because it connects your visuals and other details to your theme.
When a poem I wrote became the short film Disquiet, the film producers first created a mood board to visually bring my written concept to life. The mood board they used features snapshots of other films for inspiration and displayed a color gradient of warm tones to cool tones underneath. The color gradient represents a development of emotions, ranging from absent-mindedness to overwhelming feelings of fear and anxiety. This mood board served as a guiding force of the short film because the progression of scenes follows this color gradient and emotional change.
Use motivational language to encourage action
Most campaigns will include a call to action (CTA). The wording of your CTA is crucial because it drives engagement. For example, you may have seen those heart-wrenching ASPCA commercials on TV about animal neglect and the benefit of helping animal shelters. According to the New York Times, the ad, which aired early 2007, raised about $30 million in its first two years. What made this campaign successful is that it gives you the opportunity to become an “ASPCA Guardian” by donating just 60¢ a day.
This messaging shows viewers that a seemingly small action can actually make a huge difference. Using motivational language helps people feel that they can be part of the solution and encourages their involvement.
Know your timeline
Always have a timeline in mind while working on your campaign. This may seem to be a given, but if your timing is off, it can reduce your campaign’s effectiveness. This is often the case when your message is related to a specific launch date or deadline. For example, if your campaign is focused on higher education or healthcare enrollment, you’ll want your campaign to run before the deadline, possibly even ramping up as the deadline gets closer. Timing also comes into play if you want to first publish an awareness campaign and later a promotional campaign. Whatever the case may be, be sure to plan accordingly.
While creating a memorable marketing campaign can seem overwhelming and challenging, these tools and tricks will help make your voice heard.
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