A product campaign is a digital marketing strategy that 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 brand or the company in general.
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 successful product campaign?
To run a successful product campaign, you must follow a series of steps or strategies that will allow you to design and execute your advertising plan effectively.
These are the main steps you should follow:
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, achievable, relevant and time-bound (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 an overview of the context in which your campaign will be developed, as well as to identify opportunities and challenges.
Some data that you can include in your briefing are:
- Product description: what it is, what it does, how it works, what problem it solves, etc.
- Market analysis: the sector to which the product belongs, its size, evolution, trends, etc.
- Competitor analysis: who are the main competitors of the product, what do they offer, what are their strengths and weaknesses, etc.
- Target audience analysis: who are the potential customers of the product, what are their needs, what are their habits, what media do they consume, etc.
Create a basic proposal
A base proposal is a document that contains the main ideas to be developed in the campaign. The base proposal will help you define the creative concept and the communicational tone of your advertising message.
Some elements that you can include in your base proposal are:
- Product positioning: 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 moves the customer to buy your product.
- The claim: which phrase summarizes the main benefit and insight in an attractive way.
- The slogan: what short and memorable phrase summarizes the claim and reinforces the positioning of the product.
Elaborate the advertising message
The advertising message is the content that you are going to transmit through the 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 aspects that you should take into account when developing your advertising message are:
- The format: what type of media you are going to use, whether it is text, image, audio, video, etc.
- Language: what tone and style you are going to use, whether it is formal or informal, direct or indirect, humorous or serious, etc.
- The structure: how you are going to organize the information, if you are going to use an AIDA scheme (attention, interest, desire, action), a storytelling (narration of a story), a testimonial (opinion of a satisfied customer), etc.
- Creativity: how you are going to get the audience's attention, whether you are going to use a metaphor, an analogy, a surprise, a provocation, etc.
Choose the advertising media and produce the final artwork
Advertising media are the channels or platforms that you will use to disseminate your advertising message.
Advertising media can be classified into traditional (television, radio, press, billboards, etc.) and digital (web, social networks, email marketing, etc.). You must choose the advertising media that best suits your objective, your budget and your target audience. You must also create the final artwork, which are the graphic or audiovisual designs 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 to control the budget and ROI of your campaign.
Some data you should 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 address with your campaign, segmenting by demographic, psychographic and behavioral criteria.
- The media mix: what combination of advertising media will you use to reach your target.
- The calendar: when and where you are going to launch your campaign in each advertising medium.
- The budget: how much money you are going to invest in each advertising medium and what is the cost per impact or per action.
Adapting 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 implies adjusting the format, language, structure and creativity of the message according to the type of media (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.
Follow-up 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 that you can use to track your campaign are:
- Awareness: 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 your brand after seeing your campaign.
- The degree of action: what percentage of the target audience makes a purchase or a request for information after seeing your campaign.
Now that you know how to launch a product campaign, we encourage you to put what you have learned into practice and launch your own product to the market. If you want help, do not hesitate to contact one of the best digital marketing consultants, MHA.
