Discussing a Marketing Campaign

LESSON OBJECTIVES

By the end of this lesson, you will be able to:

• Discuss a marketing campaign
• Develop a campaign strategy
• Evaluate marketing ideas
• Make decisions based on campaign goals

THE CAMPAIGN

Your company is launching a smart fitness watch. The marketing team has six weeks to increase sales by 20%.

The watch tracks:

• Step
• Heart rate
• Sleep
• Calories
• Workouts

It also connects to a mobile app.

The team needs to create a campaign that will attract new customers and increase sales.

Discuss: What do you think the campaign should focus on?

WHO ARE WE TRYING TO REACH?

The company wants to target adults aged 25–45 who are interested in health, fitness, and technology. However, the team isn’t sure whether this audience is specific enough.

Discuss:

1. Who would be most likely to buy this product?
2. What problems might this product solve for them?
3. Would you keep the current target audience or make it more specific?

WHAT SHOULD THE CAMPAIGN SAY?

The current campaign message is “Know Your Body. Reach Your Goals.” The creative team likes the message, but the sales team thinks it is too general. They want the campaign to communicate a clearer reason to buy the product.

Discuss:

1. What does the current message communicate?
2. Should the campaign focus on the product’s technology?
3. What should customers understand about the product after seeing the advertisement?

CHOOSING THE RIGHT MARKETING CHANNELS

The company cannot use every marketing channel because the budget is limited.

The team is considering:

• Instagram
• TikTok
• YouTube
• Email marketing
• Online advertising

The campaign needs to generate sales within six weeks, so the team needs to think carefully about where to invest its money.

Discuss:

1. Which three marketing channels would you choose for this campaign?
2. How could each channel help the company increase sales by 20% within six weeks?
3. Which channel would you give the largest part of the budget to? Why?

WHAT SHOULD WE CREATE?

The marketing team has chosen its main channels. Now it needs to decide what customers will actually see.

Possible content includes:

• Short product videos

• Fitness videos

• Customer reviews

• Product demonstrations

• Influencer content

• Email promotions

Discuss:

1. What type of content would attract the target audience?
2. What would make someone interested enough to learn more about the watch?
3. Should the company focus more on the product itself or the customer’s needs?

THE SIX-WEEK PLAN

The campaign will run for six weeks. The team doesn’t want to use exactly the same strategy throughout the campaign.

Weeks 1–2

The campaign launches.

What should the company focus on first?

What should it do to create awareness and attract potential customers?

Weeks 3–4

The company has some early results.

What should the team look at?

What would tell you that the campaign is working?

What would make you change the strategy?

Weeks 5–6

The campaign is coming to an end.

What could the company do to increase sales and reach the 20% target?

Discuss how the strategy could change throughout the six weeks.

FINAL CHALLENGE

Now create a campaign for a different product or service. Choose something you could realistically market.

Imagine you are presenting your campaign strategy to the company’s directors.

You have two minutes to convince them that your strategy can help increase sales by 20% within six weeks.