How could we market your business? What would we do?
For a good launch/relaunch campaign, we’ve put together the list of activities we’d work on to build loyalty, reach, repeat business, customer expectations and long-term sales growth.
- SWOT analysis snapshot
- Competitor analysis
- Brand review and analysis (You guidelines, voice, ethos, message, look, perception, market positioning, etc.)
- Brand building awareness and strategy
- Infrastructure analysis (What have you got/not got?)
- Digital asset analysis (What have you got/not got?)
- Establish the key value proposition
- Communication strategy (Breaking down each point and putting a campaign together to educate and influence audience)
- ‘Kill all campaign’ opens the CAMPAIGN 1 launch/relaunch, peaking interest (Remind people of the logo, ethos, brand name and key product/service – large brush strokes/top level)
- CAMPAIGN 2 and 3 in production as CAMPAIGN 1 is released (2 and 3 begin to refine and home in to further detail to inform more about the product/service and key benefits)
- Opinion leaders identified and invited to speak to audience
- Fresh original regular content (talks to the interests of the target demographic building loyalty – video, blog, social, PPC)
- Audience identity (What are the target demographic groups? What are the buying behaviours? Does the existing audience target this subset or is it different?)
- Paid advertising campaigns (relevant to product/service, authentic to target audience (demographic) and matching call to action to needs of consumer)
- Press releases written with incentives for bloggers who publish (including free artwork and social media follows, likes, shares and retweets)
- Web article/blog content
- Video content
- Web management (SEO ranking, optimised site, rolling fresh/new content, up-to-date CMS & security, compliant to latest standards – code, algorithms, content)
- Digital repository (copy bank, image bank, design bank, video project bank, social bank)
- Copy (Brand guidelines – look & feel and Voice – writing style (1st/2nd/3rd person – humour/conversational, etc.)
- Digital channels (Analysis and development of existing, creation of missing social channels, linking channels to each other and to website)
- Effective ‘Calls to action’ devised and developed
- Paid campaign analytics
- Organic analysis
- Reputation analysis and management
- Case study building (Seeking testimonials, feedback, reviews, check-ins, star ratings, feedback, endorsements, recommendations, referrals)
- Interviews (users, end users)
- Endorsements and content from industry insiders (Market leaders, people of interest, trusted sources, trade bodies)
- Sponsorship deals and partnerships (Carry your brand on other platforms, find non-competitive partners across the supply chain to work with)
- Engage and enthuse brand ambassadors (Continually thank and appreciate existing customers)
- Launch event
- Industry poster and print media advertising to target demographic in conventional press and trade bodies
