Marketing campaigns are an essential component of nearly every company's growth and can help a business increase its brand awareness, bring in new customers and generate more sales. There are several types of marketing campaigns, and the campaign you choose should be specific to your organization.
In this article, we discuss what a marketing campaign is, eight different types of campaigns you can implement within your company and tips for executing a successful marketing campaign.
What is a marketing campaign?
A marketing campaign is a strategic marketing effort aimed at promoting a specific endeavor or goal on behalf of a company, brand or individual. Marketing campaigns are designed to get consumers' attention in several ways, such as television, print advertising, social media and email marketing. The ultimate goal of a marketing campaign is typically to increase awareness of an organization and bring in new customers.
Common components of a marketing campaign include:
Nearly every company relies on marketing campaigns to increase sales and grow as an organization.
Types of marketing campaigns
The following are several types of marketing campaigns you can use to achieve various marketing goals within your organization:
- Traditional media campaign
- Seasonal push campaign
- Product launch campaign
- Brand awareness campaign
- Rebranding campaign
- Brand launch campaign
- Contest marketing campaign
- Email marketing campaign
1. Traditional media campaign
A traditional media campaign is one that relies on traditional media outlets to increase brand awareness and/or promote a product or service. Common traditional media outlets used for this type of campaign include TV, print advertising, radio and direct-mail advertising. An example of a traditional media campaign is placing ads in your local newspaper to let potential consumers know about a sale your store is running.
2. Seasonal push campaign
A seasonal push campaign is a campaign used to promote seasonal sales, products or services. This type of campaign is frequently used by companies that experience a seasonal influx of business such as retail chains and restaurants. For example, a local retail store may create ads on social media informing consumers of a winter sale to increase revenue during the winter months.
3. Product launch campaign
Launching a new product often involves marketing campaigns aimed at spreading awareness of the product and why customers need it. A product launch campaign is executed by the manufacturer in coordination with any distribution partners. For example, consider a shoe company that launches a new pair of women's sneakers. The marketing campaign would likely focus on reaching women of a certain age group and would include marketing tactics such as social media advertising and emails to existing customers.
4. Brand awareness campaign
A brand awareness campaign is one in which marketing efforts focus on building or strengthening the awareness of a company's brand. Larger brands may implement regular brand awareness campaigns to maintain their popularity.
For example, a company may start a blog and produce high-quality content relevant to its target audience. This ensures that when the target audience searches for an answer to a question that the company has addressed in its blog, the audience is made aware of the company or brand. While they may not make a purchase at that moment, the target audience becomes cognizant of the brand and will likely return to it in the future.
5. Rebranding campaign
A rebranding campaign is when a company uses marketing to promote a change such as a new company name, logo or merger with another organization. This type of marketing campaign is also used by companies that have fallen out of favor with their target audiences or that wish to make a comeback in their industry. For example, a fast-food restaurant has been under scrutiny for its unhealthy meal options. The company could use a rebranding campaign to advertise new healthy options and promote its commitment to encouraging health and wellness among its customers to encourage new sales.
6. Brand launch campaign
Similarly to a product launch campaign, a brand launch campaign is used when a company has created a new brand and wants to increase awareness of it. For example, a large company recently developed a new brand focused on a new market that the company has not been in before. The organization uses a brand launch campaign to advertise its new brand on social media and sends out emails to existing customers offering a discount when making a purchase from the new brand.
Related: 4 Steps to Building a Brand
7. Contest marketing campaign
Contest marketing campaigns are not a new concept but have become increasingly popular thanks to social media. This type of campaign can encourage new organic website traffic and spread awareness of a company and its products.
For example, a company runs a contest marketing campaign on its social media account to promote a new product. In order to enter the contest, individuals must tag three friends in the comments on the company's post and follow the company's account. This gives the company new followers and, thanks to the participants tagging friends who may not know of the brand, spreads awareness of the company.
8. Email marketing campaign
Email campaigns are used by companies to keep in contact with current customers and inform them of sales, coupons, discounts and new products or services. For example, an organization may send out an email campaign to all of its customers informing them of an upcoming sale and offering an additional 10% off coupon.
Tips for executing an effective marketing campaign
The following are tips to keep in mind to ensure your marketing campaigns are as effective as possible:
- Use social media to your advantage: Social media is where millions of people turn to discover new brands, products and services. Use social media to your advantage by incorporating it into your marketing campaigns.
- Know your audience: Doing research on your target audience and using these findings can significantly increase the effectiveness of your marketing campaign. Take time to find out as much as possible about the people you want to attract with your marketing campaign and develop your campaigns around these facts.
- Consider influencer marketing: Influencer marketing is a popular way to increase brand awareness and extend the reach of your marketing efforts. Consider working with influencers in your niche to promote products or services on social media.