Once you have your Marketing or Go-To-Market Strategy in place and you are completely versed in who you are marketing to, what you want to say and where you want to say it, you’re now ready to start planning your marketing campaigns.
There are many traditional and digital methods for sharing communications and at this stage, it helps to start considering the media plan so that the campaigns can be built around the preferred channels.
You’ll also need to consider if you’re going to focus your advertising budgets on mass brand exposure through above the line (ATL) advertising, such as TV, radio, print, outdoor etc or on a more specific, one-to-one basis using below the line (BTL) methods, such as direct mail, sales promotions, events etc. Or, more likely, and budgets permitting, you can consider an integrated approach using both ATL and BTL by using through the line (TTL) activities. In today’s digital age, you’ll more than likely want to engage in online advertising, which can take many forms and needs careful planning aligned to the available resources.
All campaigns should be conceived once the brand strategy has been established to ensure the messaging is on-brand, and true to the brand personality and values.
Marketing campaigns are often created by third-party agencies with specialism in the chosen channels. But managing a multitude of different representatives and account managers across these separate channels can be laborious. Brand agencies are equipped to develop the creative for campaigns across all mediums, but they come with a high price tag, particularly if the strategy is not yet in place. A brand agency will ensure complete consistency across all channels however, which is not always achievable if the creative is being handled by separate media agencies. In some cases, the brand agency may also offer support with the buying and publishing process.
Many marketing departments have the capacity to produce campaigns in-house, and with the right direction, this can help to reduce the costs associated with producing marketing campaigns. Businesses that lack an internal production team as well as direction from a senior marketing position will not be able to enjoy this luxury.
Managing a campaign from conception, to creative and through to publication takes time and resources, and Tidal Marketing can offer support on any, or all, of these aspects. We work with businesses on a project-by-project basis, or we can work with you as a retained CMO (Chief Marketing Officer) to see your campaign through from the initial requirement to seeing it live and reaping the rewards.
We can help you to produce creative, effective marketing campaigns, whether that’s a large scale billboard, or the publication of a website banner ad, with measurable results. For an informal chat, please feel free to contact us.
Tidal provided us with a clearly defined strategy for our new service that has guided the market launch and continues to be used across the business. They helped us define our tone of voice and key messaging for different stages of the buyer journey, which we are now using to help shape our marketing communications going forward.
Laura Warren, Digital Marketing Manager, MyLondonHome