The very concept of a campaign in marketing is focused on a time bound effort to design a strategy for various objectives as per the client requirements. The business objectives which can be the drivers for a campaign are considering an effective launch for a range of products, follow-up and may be increase market share sometimes. The process of campaign management involves an understanding of what are the expected benefits of the campaign, budgeting and costing of the campaign while ensuring that all needful resources are met and finally evaluating the effect of the campaign on the target market. There could be various kinds of campaigns and depending on the objectives of the campaign the basic principle can vary while some core processes remain the same. Some campaigns perform more than one of the functions which may include product launch in the first stage and then go on to brand building or revenue enhancement. As we see the campaigns must be designed as per the objective of the client and the process would include choosing the right idea and putting up in front of the target audience through the right media.
There are various stages in campaign management which can be listed as follows:
- Initiation of the campaign: This involves the client coming up and specifying the requirements of the campaign and the pre-planning stage of the entire process to follow. The specifications mentioned by the client are carefully considered as the process of the campaign needs to be based on that and the final deliverables need to be met in those terms.
- Campaign Design: This involves designing of how the campaign should follow and is done by the creation teams at the agencies or the heads of the advertising who have sufficient experience in handling the task.
- Campaign Preparation: Following design, preparations are done to implement the design by gathering resources needed for the implementation.
- Campaign launch and Execution: This involves finally bringing up the campaign in front of the target audience.
- Campaign Closure: once the objective of the campaigns is met and the client feels that the target market is attracted, the mission is accomplished and the campaign automatically is closed.
- Post campaign Follow-up: This involves getting a feedback as to how the campaign performed and met its objectives and gain an idea as to if there can be improvements to either cut costs or in short perform and conduct the campaign with more efficiency or ways to improve its effectiveness.
Assessing Campaign Effectiveness
While campaigns are designed to attain certain objectives, the effectiveness of campaigns is the ultimate requirement for the client. The campaign must be able to accomplish the task of effectively making a potential customer into a consumer of the product. This can be done only if the campaign is checked at each and every stage. The right timing and the tight target ensures that the campaign is effective. However sometimes because of various reasons which could range from improper positioning to lack of appropriate targets, campaigns can fail. There have been numerous examples where companies have failed to create the impact they sought to owing to simple design mistakes even though the product was excellent. Thus , it becomes all the more important to review the campaign from time to time at various stages and make decisions as to what is the right time to launch a campaign or include something new into the campaign or close it. All the steps of effective campaign management need to be implemented throughout the process and ensure that the campaign is successful.