#campaign effectiveness

Unveiling Gen Z's Mental Health Impact on Brand Marketing

When capturing the attention of a reader, you have to decide which appeal method you want to use. People respond in different ways, some are more responsive to heart tugging emotional responses while others are reluctant to change behavior unless faced with terrifying images of what could happen to them if they don’t stop. This type of fear appeal is often used in the public health sphere as noted in these examples: 

In the article Developing and Pretesting Concepts, Messages and Materials, the fear approach is most effective with effective with “copers” (people who are not anxious by nature) and “sensation seekers” (certain youth). These two groups are necessary to consider when crafting your message. One article suggests indicating an "escape route", meaning, there must be an alternate to the behavior you are wishing to change. If, for example, you are crafting a message against drunk driving, there needs to be specific steps in place to ensure an effective campaign:

"Severity: Consequences must be very undesirable. Vulnerability: Consequences are a danger to the person involved. Response efficacy: They can avoid the negative outcome by following your recommendations. Self-efficacy: They are able to engage in the recommended action."

I'm a huge fan of online, digital and social media marketing but where the real value lies is being able to integrate traditional marketing with these newer channels.

The integrated approach is not just about how you take your brand to the market place either, but timing and brand management all should be taken into account too. As with any strategy, results are not immediate but they are effective. Offering positive return on investment (ROI) within both sales and loyalty.

A fairly recent report (June 2011) Integration: How to get it right and deliver results explores this in detail.

How do you plan an integrated campaign?

My advice to you is very straight forward. Set your goals and align each channel you choose (online advertising, social or direct mail, etc) to focus on the same outcome. 

Then, break down your overall goals into smaller targets (understanding what you want to achieve and when), this will help aid the effectiveness of your campaign.  

A good example of how combined channels are working in London is explained in this Warc article: TV and Web working together. A useful read, full of statistics, for any FMCG brand.

If you have a product or service to sell, a clear goal in mind, a small budget and a desire to try something new... You can start to pull together an integrated, multi-channel campaign.

This may seem like common sense but it takes carefully planned, well timed and managed steps. All of which lead your (soon to be) customer, to your business and the wonderful benefits you have to offer.