The Question that Keeps Us Up at Night: What Do Successful Cohesive Marketing Campaigns Look Like?

By: Tim Hickle

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Hello, again! Welcome to Part II of crafting cohesive marketing campaigns: the execution stage.

If someone asked you what the most important element of a marketing campaign is, how would you respond? Likely you might say something like, “messaging is important,” or “having a target persona is extremely necessary.” While both of those statements are true, I would argue that consistency is the most important element. You can’t have a successful cohesive marketing campaign that’s not unified. To help you execute and stay consistent in your marketing, here are 5 tips for success:

Set objectives that you can measure:

Every campaign should have a clear, measurable objective. Figure out what you want to do and then conceptualize and strategize a way to do that. An objective should answer two fundamental questions: where do we want to be and when do we want to be there? Whether you want to increase website hits or sell a certain number of a newly launched product, make sure it’s clear and aligns back to your company’s yearly or quarterly goals.

Develop a campaign strategy:

Validate what you need to get done by mapping out a guideline of how you’re going to get there. Campaign planning should delve into a high view of the different facets your campaign will be made up of. Which tactics will you use to execute on your goals and ultimately reach your objective? Your messaging, personas, and any offers or incentives you want to provide all need to be considered when you map out your route for campaign success.

Create a unified theme:

Conceptualize what kind of creative is going to match your campaign plan and objective. A unified design framework will help with consistency, branding, reinforced messaging, and raising visibility. The best campaigns get traction if they stand out and rise above the noise of all the other competing signals out there.

Utilize multiple channels:

Use your campaign strategy—based off research and target personas—to strategize which marketing channels would be most effective in getting your message across. And don’t rely solely on one medium. For instance, advertising should be a part of your cohesive marketing campaign, not a solution all on its own. Each facet of a multi-channel marketing campaign should complement each other and the target persona you’re trying to reach.

Analyze your results:

Remember how we said that your objective needs to be measurable? While it’s important to collect feedback and data as the campaign is ongoing, once it’s done you should analyze its success. Did you meet your objective? And then take it one step further and answer why you did or did not meet it. There’s usually more than one contributing factor for each category, and analyzing this information is crucial for future improvement.

Next step: use your newly analyzed data to create an even better cohesive campaign for next time! So go out into your targeted world and spread your perfectly crafted and strategized marketing campaigns.

Want to learn more about cohesive marketing? Stay tuned to the PERQ blog to learn more!