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 campaign design
and development
what is it?
It is a fact that multiple, overlapping media have a higher aggregate impact than individual media presented in serial. Send a direct mail piece and you'll get a certain response. Start a calling campaign afterwards, and you'll have another response. But if you kick off your calling campaign within 4-6 days of when people have just received a direct mail piece, you'll do much better. The two media support each other; the direct mail providing a context for the call, so that the customer reacts more favorably.
The same holds true for merchandising that backs up a print ad. People go into a store already prepped for the style and design of the campaign. That familiarity lends itself to favorability, which leads to sales. People simply respond better to "chapters from the same story," rather than lots of jumbled, unrelated messages.
what does it involve?
- Creating a matrix of possible programs for your campaign
- Establishing resource analysis ratings for each type of considered media and program
- Examining areas of synergy among possible programs
- Maximizing the leverage of each media through its relationship to others
- Understanding how internal communications are essential to campaign success
why do this?
We have all heard that "the whole is more than the sum of its parts." This is never more true than in good marketing. It's not just that some customers respond better to certain media. It's not just about getting the right reach and frequency; that's simply an exercise in media weighting. It's about creating areas where each of your media build and thrive off each other. It's about designing customer experiences that create excitement and urgency. Your customers have hundreds of economic and entertainment interactions daily. You need to be speaking to them in more than one language.
why do it with sanestorm?
We are not a traditional advertising agency. In fact, we'd be glad to work with your agency on your campaign development programs. We can certainly do the creative work, too, but campaign design is about marketing not just advertising. It's about creating programs that work. That means thinking about pricing, merchandising, bundling, co-branding or co-locating, sales structure, commissions, internal communications, program implementation, event strategy, sponsorships… the list goes on.
Sanestorm will help you see a world of marketing possibilities for your business. Not just clever headlines, crisp copy and attractive layouts. Those are good… but they'll work harder for you when they're part of a fully integrated campaign.
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