The case for campaigns over one-offs
The big ideas that built the big brands we know (and in some cases love) didn’t come from a brochure design.
They may have started there, but those ideas were simplified, amplified, packaged and transmitted through a much broader, all in marketing strategy.
Now, when we say “campaign”, many of us think of big brands and say “I don’t need to spend that much time or money – we aren’t that big. Let’s just do a brochure.”
But a campaign doesn’t necessarily mean you’re looking at a bigger spend or time investment.
It really just allows us to be really specific about a specific communication/sales opportunity and broadly consider “what will make this person change how they act in relation to this brand’s products/services, and how and where should we engage them?”
And that’s a really important question to ask, because persuasive business communication is all about reaching the largest number of your target audience (reach) enough times (frequency) that they can notice, recall and act on the offering (impact).
If you pick the wrong medium, you’re wasting your money because you’re either talking to the wrong people or you’re talking to the right people at the wrong time.
You stand a much better chance of getting a good business outcome if you can correctly match the media choice to your audience’s habits and interests, and then reach those people (and increasingly, engage with them) with the right, consistently communicated message over a period of time.
Campaigns also gives both of us a clear understanding of what success looks like by putting timeframes around expected results.
For example: by doing A within B we want to achieve C.
(A campaign focus also takes into account what success looks like for you, so we don’t recommend a $100,000 media spend that will only pull in $20,000 worth of sales over a given period of time.)
So while any marketing shop worth its salt can and will do one off work, it never hurts to ask yourself and your agency “how could we spend this time and money more effectively to get a better outcome?”
You might find that you don’t need that brochure after all.