By Andy Grant, Managing Director, Bowan Arrow: What is the point of isolated campaigns? A joined up, integrated and planned approach to marketing campaigns will of course deliver better results.
Here's what I mean by integrated: Firstly, you need to identify the need, in other words, the problem you are trying to solve for your target market. You then need to articulate a solution to the problem you have identified. If you can provide evidence of differentiation, then show how your solution should be considered above your competitors.
Targeted data can really help the success of an integrated campaign.
A truly integrated campaign can take many forms, but today I would advocate including these five communication channels: Social, digital, mobile, print and telemarketing. It may sound like a long list but every element plays a part in creating a successful campaign.
Plan the steps that you would like your prospect to follow and at each step define the action you would like them to take. This will help to ensure that every step has a purpose and that you can track and understand the behaviour of every prospect.
This is where setting up your landing pages in an application like HubSpot is a real benefit, as you can run any number of metrics reports to pinpoint the exact behaviour of each prospect and the performance of every marketing asset that form part of the campaign. I like automation but we still need to use some proven techniques such as print and telemarketing - people still do business with people.
If you are planning to attend a large trade event you should also consider this approach to extend the value of the trade show investment to maximise the programme both pre and post event. Planning your integrated campaigns means success will surely follow.