Planning A Marketing Campaign?
These are some of the most flexible marketing tools as they can be used in a variety of ways. These tips will add real 'umph' to your marketing campaign and help you succeed in driving through your message.
Door to door
- In small bundles (bulk distribution) to places of work, leisure or entertainment
- with local magazines, newspapers and newsletters
- along with a letter posted direct to people on your mailing list
- placed on seats or handed out at similar activities.
The nice thing about leaflets is that people can pick them up and take them away for future reference. But make sure you include your contact details so they can respond.
- Posters are good for displays in and around your venue and promoting your activity to people visiting similar events. Draw up a list of places to distribute them to and get volunteers to take them out and display them. Posters rely on good design, strong images and concise copy to get your message over effectively.
- Press and media stories are an effective means of reaching a wide group of people. Feature articles in local newspapers, magazines and on radio are more likely to reach target groups. [For more details about how to contact the media see Publicity Explained.]
- Advertisements are particularly useful when you want to contact a wide population ie if you are promoting a large scale event. However it can be expensive and space may be limited so only include the basic information (who, what, where and when), and choose the publication carefully - eg advertising in arts programmes and brochures is worth considering if you are trying to reach people who attend arts events.
- Personal recommendation is an effective means of getting people to participate in your activities. However it doesn't happen spontaneously. Word of mouth is generated by your marketing being so successful that you get people wanting to talk about you.
- The web is becoming more and more important in many aspects of marketing. It can be a very useful tool with the ability to reach a wide range of people - but can also be time-consuming, needing frequent updating to remain current. Web users can bypass your website in seconds if it doesn't grab their attention, and may never find it again - so to hold onto your visitors and make sure your website is informative, easy to find on the net, quick to download, well organised and accessible. [For more information see Writing for the Web]
How To Monitor Your Campaign Success
If you want to find out which aspects of your campaign work, you will need to monitor when and how people respond. Keep records of:
- The number of responses (each day/week during the campaign)
- Booking forms (from leaflets and direct mail) returned
- Telephone enquiries/bookings. Ask people, when they book or attend, where they heard about your activity and record the responses. Use this information to assess which parts of your campaign were most successful.
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