Creating a Compelling Marketing Campaign by Mamdouh Ashour
Before becoming a real estate professional, I completed my education and served in financial oversight capacities for a credit union and a scuba equipment distributor. During my eight-year tenure as Scubapro's Worldwide CEO, I spearheaded dozens of promotional programs for the company's many products. I learned a great deal about marketing during that time and decided to share some of the many tips and strategies I picked up along the way.
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1. Aim for Distinction
What makes your product or service stand out from those of competitors? Your marketing campaign must detail the factors that render your product so special, yet still be concise. Try for a campaign that successfully blends short, sweet, and catchy. Strive for consumers to remember your product’s name so the item springs to mind when they need the service you offer.
2. Fit the Elements to the Medium
Obviously, one cannot rely on the same techniques and technologies when advertising online versus television or radio. Tailor your campaign to the method of advertising you plan to use. For e-mail, utilize eye-catching pictures and font. For television, keep commercials short and snappy. For radio, grab the listener’s attention by getting to the point, since audio listeners tend to flip channels quickly.
3. Fun Marketing Equals Fun for Clients
Look at almost any commercial or online advertisement. Notice any particular trends: Fun and comedy sell. Appeal to your customers’ inner children with campaigns that bring smiles. Consumers will carry that bubbly feeling to the brick-and-mortar or online store when your product becomes available.
4. Target Several Mediums at Once
Why concentrate your campaign solely on television, or radio, or the Internet? With so many platforms available, why not take advantage of as many as possible? As I mentioned in tip two, ensure the campaign fits the medium, but during the design process, take care to allow the message to evolve to fit more than one medium.
5. Prepare to Make Changes
Some campaigns and products flounder before taking off, or fail to succeed entirely. Be prepared to analyze: What works? What fails? Acquire internal and customer feedback, modify your campaign or the product, then relaunch.