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Strategic Planning for Brand Campaigns
A well-designed brand campaign can capture the attention of consumers, create brand awareness, and ultimately accelerate sales. However, achieving these goals requires strategic planning, data-driven insights, and the ability to adapt when campaigns underperform.
In this article, Jennifer McLean, a global advertising, sales and marketing leader and Vice President of Global Professional Services, Criteo (a global commerce media company), delves into the art and science of designing brand campaigns. Additionally, she unravels the strategies and techniques necessary to turn around a poorly performing campaign, unlocking its true potential and maximising returns on marketing investments.
Designing Successful Brand Campaigns
When it comes to designing a successful campaign, flexibility is the key. Adapting quickly and making adjustments as needed ensures that your campaign remains relevant and effective. Additionally, testing plays a crucial role in campaign optimisation. You can identify what works and refine your approach for optimal results by continuously testing and iterating.
Jennifer talked about the important aspects to evaluate and consider while designing a campaign:
Brand-first Approach
Whenever you are planning an advertising campaign, always remember to put the brand first. By centring the brand as the focal point of the campaign strategy, you can ensure that every element, from the messaging and visuals to the overall experience, aligns harmoniously with the brand’s identity, values, and objectives.
Flexibility
While planning campaigns you have to be flexible because, you plan a brand campaign and decide to launch it but by the time the campaign is launched, so many things would have already changed. So, you have to be fast and at the same time be flexible in a constantly changing business environment.
Testing
You should always be testing as well so that you test and then iterate and then again test and then again iterate till you know what is working. One of the ways of testing your advertising campaigns is to run them in smaller markets/settings where they will be more manageable and the outcomes can be seen faster. If it works then you can scale it up to larger geographies or markets.
Dedicated Tech Team for Marketing Teams
The marketing teams should have dedicated tech personnel to work with them to reduce dependency on a single shared team and the accompanying waiting time. This focused approach will streamline marketing operations, leading to faster implementation and increased agility in responding to market demands.
Partnering with Your Customer
Partner with your customers or make them a part of your campaign to foster a sense of inclusivity and collaboration, making them feel valued, heard, and appreciated. This approach not only cultivates a deeper sense of brand loyalty but also enhances the overall customer experience and campaign success.
How to Turn Around a Poorly Performing Campaign
In the world of marketing and advertising, not every campaign yields the desired results. Despite careful planning and execution, there may be instances where a campaign falls short of expectations. With strategic analysis, targeted adjustments, and a willingness to adapt, businesses can turn around a poorly performing campaign and achieve the desired outcomes.
Jennifer listed out the steps towards revitalising a campaign and setting it on the path to success:
1. Identify the Poorly Performing Campaign
If you are running multiple campaigns then the first thing to do is to identify which campaign is poorly performing. Continuing to invest in a poorly performing campaign without recognising its shortcomings can lead to unnecessary expenses and lost opportunities. Identifying it early allows you to minimise losses and focus on more promising endeavours.
2. Conduct a Thorough Campaign Audit
Next, conduct a comprehensive audit of the underperforming campaign. Evaluate each element, including messaging, performance metrics, targeting, creative assets, and channels utilised and identify the reasons behind the poor performance – is it the messaging, is it the platform, is it the layout and then rectify it.
3. Answer the Question – Whether to Continue or Stop
At this point, you need to answer the question – Should I refurbish the campaign or should I stop this one and start a new campaign altogether? If you decide to continue the existing campaign then take the next steps.
4. Reevaluate the Target Audience
Analyse the campaign’s targeting parameters and reassess the target audience. Are you reaching the right audience with the right message? Utilise data analytics and market research to refine audience segmentation, ensuring that the campaign is tailored to resonate with the intended audience.
5. Optimise Messaging and Creative Elements
Analyse the messaging and creative assets of the campaign. Is the message clear, compelling, and relevant to the target audience? Identify areas for improvement and consider making adjustments to the messaging, visuals, or overall creative concept. Conduct A/B testing to experiment with different variations and determine which elements resonate most effectively with the audience.
6. Adjust Campaign Timing and Frequency
Timing and frequency can significantly impact campaign performance. Evaluate whether the campaign’s timing aligns with key events, holidays, or purchasing cycles that are relevant to the target audience. Consider adjusting the campaign frequency to ensure it maintains a consistent presence without overwhelming the audience or becoming repetitive.
7. Implement Data-Driven Optimisation
Leverage data analytics to gain insights into campaign performance and identify areas for improvement. Analyse metrics such as click-through rates, conversion rates, engagement levels, and return on investment (ROI) to identify underperforming aspects of the campaign.
8. Embrace Agility and Iteration
Recognise that campaign turnaround requires flexibility and agility. Be open to adapting strategies based on real-time feedback and market trends. Continuously monitor campaign performance, track customer responses, and be ready to make adjustments as needed.
Jennifer’s Career Journey
Jennifer is an experienced global advertising, sales and marketing leader with a career spanning more than 15 years. Starting in a marketing and sales coordination role in Australia, she continued in the marketing domain in various organisations in Australia, Germany, Canada and the US.
A proven expert in brand strategy, digital marketing, and customer experience, Jennifer is also a skilled project manager with a track record of success in restructuring organisational workflows and developing new markets. Before joining Criteo, she was the Head of Marketing and Operations at Amazon Prime Gaming Live, where she led a team responsible for developing and delivering custom solutions to Amazon’s largest customers.
Her career experiences have helped shape her into an empathetic change agent, ambitious strategist, and thought leader with unprecedented experience in driving measurable results and outpacing goals in rapidly changing economic landscapes.
Final Thoughts
When asked about her insights based on her experience, Jennifer spoke about the importance of goal-setting and inclusive leadership. She said:
It is essential to have a clear vision of what you wish to achieve. Setting specific goals allows you to channel your energy and efforts in the right direction, propelling you toward success.
In addition, I want to emphasise the utmost importance of leadership and its profound impact on team dynamics. For me, leadership means creating an environment where every team member feels at ease discussing any topic with their leader, fostering an atmosphere of trust and unwavering support.
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