There are so many elements that come into play when building your brand or business. You’ve probably already taken the necessary steps to create a logo, color palette, photography aesthetic, build your social media profiles, and take product photography shots for your website.
No matter what your business offers, once you have these foundational pieces laid out, it is time to focus on creating a marketing campaign centered around a product or offering you have. You can use Befunky’s Graphic Designer or Photo Editor to complete this.
How to Create a Marketing Campaign
Marketing campaigns promote a specific product or service you offer. Firstly, you’ll need to choose a product or service, decide what platform you want to showcase it on, create the imagery surrounding it, decide the length and schedule for the campaign, and then launch and monitor it. When you are ready to start creating the imagery, BeFunky’s Graphic Designer and Photo Editor have got you covered.
1. Choose a Product or Service That Needs Marketing
The first step is to choose a product that needs marketing. You may need to launch and market a new product or market an older product whose sales have dropped. If a product has hit a plateau, try giving it a marketing push to see if it will boost sales. If not, it might be time to retire the product.
I can tell you that a few brands I’ve worked with who have seen sales dip have been surprised by their increase in sales of those same products once a creative marketing campaign was put in place to sell them. Customers oftentimes need to see the product in a creative way to be encouraged to purchase it. Check out this product by Youth for the People and how Roxanne Chagnon created this set design for a campaign.
To start, choose a single product that needs a boost. In the future, you can choose a group of products that have a similar feature and create a bigger marketing campaign that includes them all with a singular message driving the campaign.
2. Decide What Platform You Want to Use for Promotion
Different social media platforms have different ways of communicating with their audience. The same goes for the medium in which you choose to promote your products like a website or newspaper ad.
Figure out which platform is your main way of communicating and then direct your messaging to the type of communication that fits that platform. As an example, Instagram uses photography and design as its main form of messaging. Within Instagram, there are also different forms of messaging that take place if you use a Post, Story, or Reel to communicate it. Your goal is to decide which platform and which form of messaging you want to use to promote your product. This will help in the next step when you start to create a slogan.
You may choose a few different outlets for your marketing campaign including Instagram, TikTok, LinkedIn, Facebook, Email, and Website. For a smaller or newer campaign, I would recommend creating a marketing campaign for your website home page and then also creating similar marketing assets to promote on your most popular social media platform. This is called cross-channel marketing. If using BeFunky, you can resize your assets for different platforms, without having to recreate your whole graphic. Check out this article to learn more!
3. Create a Slogan to Drive the Marketing Campaign
Slogans are so important when designing a marketing campaign. These are short, memorable phrases used repetitively throughout your platforms and marketing campaign.
Think about radio or tv commercial jingles – the songs that stick in your mind no matter how hard you try to think of something else. This is what a good slogan can do for your campaign. It should be something catchy and memorable and have something to do with your product.
A specific brand I was working with came up with the slogan, “Put your anxiety on airplane mode” when they wanted to promote a new set of products. I think that this would have been great if they had created a marketing campaign to promote the anti-anxiety supplements they offered, but instead, they took this slogan and slapped it on a single website headline that promoted all of their products at once. This is important to note because if you try to group everything together to create a generic ad campaign, the CTA will be unclear, and it will fall flat for your audience. Marketing campaigns need to be focused and directed toward a specific product or feature. As you know, we are inundated with ads and campaigns daily, so creating something simple, focused, and catchy is crucial!
4. Create the Imagery Surrounding the Product
Having the right imagery is crucial to promoting this product in a marketing campaign. This might mean updating your product shots or simply taking your product and having a creative shoot just for that product or lineup. These differ from a typical product shoot in that a creative shoot will highlight a single or collection of products with similar qualities but showcase them in a creatively engaging manner. Take a look at this Herbivore product shot compared to the creative shoot Treesha Millicent did.
If your marketing campaign is about a certain product, make sure that you take the qualities of that product and bring them to life. This might look like taking a honey-flavored product and creating a shoot inspired by honey, with yellows and golds being the main color focus for the shoot. Your goal is to create a shoot that is eye-catching, enticing, or alluring. As with the slogan, the catchier your imagery, the more people will remember it.
If your marketing campaign is for a lineup of products, make sure that you find commonalities around the products to highlight. The messaging has to be specific.
Let’s say you are selling athletic apparel that has different prints on them and multiple prints are ocean-related. You can group these together and create a campaign having to do with the sea. The great thing is, if one piece is producing poorly, you can pair it with other similar items, and create a campaign like “Seas The Day Collection” that will help you piggyback off of other products you have while promoting the product that isn’t doing the best. You can even pair it with a sale or discount of the product that isn’t performing in order to sell those quantities off. Trust me, this works!
What you don’t want to do is try and sell three different products like an alien print, a pirate print, and a unicorn print. With anything, you can usually create a commonality between them if you really try, but your messaging just has to be cohesive and clear and relate to the products as a whole.
5. Decide the Length and Schedule for the Campaign
Marketing campaigns have a shelf-life. This refers to the amount of time your campaign is “live”. No matter how big your company is, you don’t want to create a campaign that runs for so long that your audience gets to a point where they think, “Ugh, that ad again?” You do not want your brand to be related with annoyance.
Each shelf-life is different and there are a lot of factors involved in determining the shelf-life of your campaign. As a rule of thumb, I like to create a campaign with a runway of 3-4 weeks and check my stats along the way to watch its performance. If it continues to garner a lot of interaction, I will keep it live and monitor it closely. When you see it dip, pull it and throw up a new campaign in its place with new products to market. I usually have a marketing campaign lined up in the background so that I can make it live quickly, rather than having to scramble to produce something last minute.
6. Launch and Monitor the Campaign
When you have your photo shoot finished and you’ve produced the marketing assets you need, choose a day to launch them all at once. I usually choose a day that has proven to give me a lot of great engagement. This is different for every brand, but take a look at your analytics to determine the most popular days or times that people interact with you (likes, comments, open stats on email, etc.) If your Instagram gets a lot of attention on Friday mornings and horrible attention on Monday nights, you don’t want to launch your campaign on a Monday night. The more your campaign garners attention and interaction, the more it will be recommended to your followers’ friends and increase its range.
As stated above, you will want to monitor your campaign once it is launched. There isn’t a single place to do this, you will need to look at the stats and analytics for each platform you post on. There are some programs that take all of your stats from certain social media profiles so you can analyze them together, but regardless, you will want to create a system of tracking these stats to keep an eye on the health of this campaign and use the data for future campaigns!
Build a Marketing Campaign With BeFunky
Building a marketing campaign doesn’t have to be a headache. Simply follow this process above in order to create high-level marketing campaigns. You can use Befunky’s Graphic Designer and Photo Editor in order to create the assets your marketing campaign needs in order to go viral!