CREATIVE CAMPAIGNS
Many ‘campaigns’ are about lower-funnel activities, sending out emails, doing a bit of social media and PPC. Having a consistent comms approach is vital, but these ‘campaigns’ don’t change the metrics.
Creative campaigns to using a range of channels from emarketing, display ads to direct mail and broadcast media have an emotional bias and focus on solving the pain points of your customers in a way that creates engagement and response – the power to move people.
Check out our case studies to see what we do, how we do it and the outcomes we achieve.
If you are thinking about changing your website, you might want to consider the implications for your overall messaging and the implications for your branding.
Evaluating and choosing the right Content Management System (CMS) to match your needs is an exercise that cannot be avoided. Overcomplicate and you end up with expensive and bloated, underestimate and you get minimal control and functionality.
Creative campaigns are important to create focus in your communications. They give you the opportunity to identify issues within your sales funnel and target customers with messages that are a little different to your normal run-rate comms.
For example, if you are primarily focused on driving bottom of the funnel leads, then you might want to head upstream and make sure you have a continuous supply of new prospects. Drive awareness, reach a new audience, create an educational offer. There are lots of options.
Likewise, you might have an issue with mid-funnel leakage. You’ve spent the time and money to get them there – but they are not making it to the point that sales are engaging.
There are always lots of problems to solve and sometimes you need to do it a little differently rather than expecting different results from doing the same old programmes.
ABM is a current go-to for many businesses with large key accounts. But you might find it’s getting a little stale and need to change it up a bit.
A creative campaign approach can give you an opportunity to take a fresh look at the data and the results and identify specific gaps or problems your customers are having. Sometimes ABM is a licence to bombard an account with all the stuff you want to tell them so they buy more…and it’s so easy with marketing automation tools. But you have to ask yourself what’s in it for them, and why should they care? Are you delivering only rational messages or are you engaging at an emotional level too?
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