A product campaign is a digital marketing strategy which aims to promote a specific product through different advertising media, in order to generate interest, demand and sales.
A product campaign differs from other marketing strategies in that it focuses on a single product and not on the overall brand or company.
Why is a product campaign necessary?
A product campaign is necessary for several reasons:
- It helps you to make your product known to the target audience, highlighting its features, benefits and competitive advantages.
- It allows you to create a brand image associated with the product, generating recognition, trust and loyalty.
- It makes it easier for you to measure the impact and return on investment (ROI) of your advertising strategy, by having a clear and defined objective.
- It gives you the opportunity to innovate and differentiate yourself from the competition, creating a creative and original advertising message.
How to make a product campaign successful?
To make a successful product campaign, you must follow a series of steps or strategies that allow you to design and execute your advertising plan effectively.
Here are the main steps you should take:
Define the objective of the campaign
The first step is to define the objective you want to achieve with your product campaign. This objective must be specific, measurable, attainable, relevant and temporary (SMART).
For example, you may want to increase sales by 20% in the next 6 months or increase product awareness by 50% in the same period.
Conduct a briefing
A briefing is a document that summarizes basic information about the product, the market, the competition and the target audience. The briefing will help you to have a global vision of the context in which your campaign will take place, as well as to identify the opportunities and challenges that arise.
Some facts you can include in your briefing are:
- The description of the product: what it is, what it does, how it works, what problem it solves, etc.
- Market analysis: what is the sector to which the product belongs, what is its size, its evolution, its trends, etc.
- The analysis of the competition: who are the main competitors of the product, what they offer, what are their strengths and weaknesses, etc.
- The analysis of the target audience: who are the potential customers of the product, what needs they have, what habits they have, what media they consume, etc.
Create a base proposal
A basic proposal is a document that contains the main ideas that will be developed in the campaign. The basic proposal will help you define the creative concept and the communicational tone of your advertising message.
Some elements that you can include in your basic proposal are:
- The positioning of the product: how you want the public to perceive your product in relation to the competition.
- The main benefit: what added value your product offers to the customer.
- The insight: what motivation or emotion motivates the customer to buy your product.
- The claim: what phrase summarizes the main benefit and the insight in an attractive way.
- The slogan: what short and memorable phrase sums up the claim and reinforces the positioning of the product.
Prepare the advertising message
The advertising message is the content that you are going to transmit through different advertising media to persuade the public to buy your product.
This message must be consistent with the basic proposal and adapted to the characteristics of each medium.
Some things to consider when designing your advertising message are:
- The format: what type of medium are you going to use, if it's text, image, audio, video, etc.
- The language: what tone and style are you going to use, if it's formal or informal, direct or indirect, humorous or serious, etc.
- The structure: how are you going to organize the information, if you are going to use an AIDA scheme (attention, interest, desire, action), storytelling (telling of a story), a testimony (opinion of a satisfied customer), etc.
- Creativity: how are you going to attract public attention, if you are going to use a metaphor, an analogy, a surprise, a provocation, etc.
Choosing advertising media and performing the final arts
Advertising media are the channels or platforms that you are going to use to spread your advertising message.
Advertising media can be classified as traditional (television, radio, newspapers, billboards, etc.) and digital (web, social networks, email marketing, etc.). You must choose the advertising media that best suit your objective, your budget and your target audience. You must also do the final arts, which are the graphic or audiovisual designs that are going to be used in each medium.
Design the media plan
The media plan is the document that details the temporal and spatial distribution of your campaign in the different advertising media. The media plan will allow you to optimize the reach and frequency of your advertising message, as well as control the budget and ROI of your campaign.
Some things to include in your media plan are:
- The objective: what you want to achieve with your campaign in terms of coverage, impact and conversion.
- The target: who you want to target with your campaign, segmenting by demographic, psychographic and behavioral criteria.
- The media mix: what combination of advertising media are you going to use to reach your target.
- The calendar: when and where are you going to launch your campaign in each advertising medium.
- The budget: how much money are you going to invest in each advertising medium and what is the cost per impact or per action.
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Adapt the message to the media
Once you have defined the media plan, you must adapt the advertising message to the characteristics and requirements of each medium.
This involves adjusting the format, language, structure and creativity of the message according to the type of medium (traditional or digital), the medium (television, radio, web, etc.), the genre (informative or persuasive), the duration (short or long), the frequency (single or repeated), etc.
Keep track of the campaign
The last step is to monitor the campaign to evaluate its effectiveness and profitability. This involves measuring and analyzing the results obtained in each advertising medium in relation to the established objectives.
Some indicators you can use to track your campaign are:
- The degree of knowledge: What percentage of the target audience recognizes your product or brand after seeing your campaign.
- The degree of recall: What percentage of the target audience remembers your product or brand after seeing your campaign.
- The degree of attitude: What percentage of the target audience has a positive opinion about your product or brand after seeing your campaign.
- The degree of action: What percentage of the target audience makes a purchase or request for information after viewing your campaign.
Now that you know how to launch a product campaign, we encourage you to put what you've learned into practice and launch your own product to the market. If you want help, don't hesitate to contact one of the best digital marketing consultants, MHA.
