Campaigns Should Just Not “End”
We’ve done it so many times. Whether working on client or agency side, you and your team have come up with a fantastic campaign idea. Your team has worked hard to create a compelling strategy, strong brand story, immediate call to action and successful engagement plan targeting your markets. During this process, you have created multiple revisions of a deck, design concepts and had multiple presentations with the brand owners receiving feedback and (if the Gods smile upon you) approval to move forward.
After a lot more work, your campaign launches! All that hard work pays off and the campaign goes smoothly and you meet and exceed your success metrics and KPIs. Congratulations! Eventually, the campaign comes to an end and a wrap-up report is developed to show how the money was spent. And everyone moves on to whatever’s next.
What happens to all those target markets that engaged during the campaign? If your campaign was effective, it grabbed the attention of your target markets, it raised your brand’s visibility and hopefully, encouraged target markets to engage with your brand.
A brand recently launched a campaign that grabbed my attention. I thought their concept was strong and they developed some really interesting and compelling content. I did EXACTLY what they asked me. I shared their content, I engaged with their brand and I took the time to look at their product offering. After a short period of time, nothing… Radio silence. The campaign was over, the budget had run out and I never heard from them again. They worked so hard to get my attention, educate me on their brand and then, well, nada.
I was wondering how many of target markets had I left hanging during my 15+ years of leading social and online marketing campaigns? An important discussion we have been having internally and with our clients is should campaigns ever really come to an “end”?
Campaigns are needed to accomplish many of the goals we discussed earlier, but similar to media buys once the money runs out, everything comes to a grinding halt. Integrating a brand advocacy component into a campaign allows brands to identify their brand advocates and more importantly, have the ability to continue to engage and foster the relationship well after the campaign budget comes to an end. While a campaign can deliver impressive short-term results, utilizing brand advocacy can create a database of eager and engaged customers that can deliver significant measurable results in the short and long-term.