How to start a marketing campaign

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Answers  from  Elena Ornig

Marketing campaign

Answering your questions.


Marketing campaign is a very important aspect of business.  However, this should not be confused with a marketing strategy.  A marketing strategy is a guide on how you can market a product or a service.

A marketing campaign consists of a strategy or set of strategies to use in promoting and advertising a product or service.  This is a coordinated action between various departments of the company in the aim to develop and promote recognition for their product or service. A strong marketing campaign should put the customer in focus.  A good rule to follow is to keep in mind the mere basic principles of marketing:  The Marketing Mix or what is known to the marketing world as the Five P’s of Marketing.

But before reading further you might like to brief yourself on “CONSIDERATIONS IN  MARKETING”.


With the product in mind, the very first thing to consider and what certainly should be the focus of an ad campaign is the target market of the product.  Who among these people would you like to get to know your product and use them?  Demographics play a prominent role in pinpointing your customer.  This includes the age, gender, race, income, profession, and interests to name but a few.  A systematic analysis of your target market should be done in order for your marketing campaign to be successful.

Prior to developing the product, a marketing research should be done to make sure that the right target market is determined.  Strategies in doing this include surveys that could be either physical survey, which involves a person-to-person interview done either on the phone or at the malls.  This results to a more in-depth solution since there would be an interaction and follow-up questions could be useful.  E-mail surveys are also considered, since sometimes people find it a little invasive when they are approached in public places.


Once feasibility has been established, concentrating on the development of the product is the next consideration.  The features, content or benefits of the product should cater to the target market identified through market research.  Aside from the marketing research, the manufacturing department should also take part in making sure that the product meets the demographics of the market.


Pricing your product or service is directly affected by the market demographics analysis.  It can also affect your product’s positioning in the market.  Higher price for a product means that you are trying to cater high-end target market, elite public or what is known as the A-B market.  Contrary to this, lower prices are set to reach out to the market belonging to C and D classes which is commonly called the masses.  Price control is highly prominent on the product life cycle.  During the introduction of the product, pricing is deemed to be one of the determining factors in the product’s sustainability in the market.


This is the implementation of all the studies of all the marketing mix.  This is where you will build a face on the ad campaign.  The important factor to remember in this situation is how you will use the media in optimizing the promotion of your product.  Back then, we have print, TV and radio.  Now, we have the Internet and the rise of what we call now as the social media which include popular websites like Facebook, Twitter, LinkedIn, MySpace and YouTube.  Many of the top companies made use of the Internet to create awareness for their products.  Advertisements like the Volkswagen Crash Ad, Apple Computer and the Buckley’s Cough Syrup are just examples of products that became successful on the Internet.

Marketing campaign is synergy of all the efforts of the people behind each of this marketing mix.  Each of the departments of the company has a role in making the product a success.  The result of the research done about the product will be the prime source of ideas where the marketing people will tune in the concept, slogan and tag lines of the product’s advertisement. There are two sides to every human act. One man gets praised for what another gets blamed for.


One man gets praised for what another gets blamed for.


WHAT does it take to be well-positioned in the market?

Branding is a vital factor in product strategy. It is where sales, market awareness, and market share have started. The most distinctive characteristics of a professional marketer are how he creates a brand and manages to position the product to its target market. Marketing branding starts with the creation of a brand. Once the marketers established brand identity for products and services, they need to maintain and protect its reputation. You can improve your brand through various push marketing strategies such as online marketing, advertising, packaging marketing and innovation.

Positioning your brand to the market is the most vital period of marketing as it occupies space from the customers mind. Some companies spend a lot for advertising, innovation and distribution but still end up with low-market share, perhaps they failed with brand positioning.

Take brand into a deeper level more than just a label or a name. It identifies the core competencies of a product, service, ideas, and organization. Well-known brands command a price premium. (Japanese companies such as Sony and Toyota have built enormous brand-loyal market). Sanuk’s market share is rapidly increasing due to its image of bringing unique and comfortable shoes for any kinds of terrain. People do not pay much attention to product’s price as they were after its benefits and attributes. Developing a branded product requires massive marketing strategies such as advertising, promotion and packaging at the same time. There will be a need for substantial investment to pursue those strategies into action. The company will also enjoy high ROI and revenue using the push marketing strategy.

Marketing branding is a powerful force that hardly identifies the branded from unbranded products. Water is packaged in distinctive containers; oranges are stamped with grower’s name; nuts and crackers are packed with distributor’s name; and fresh food products such as chicken, beef, tuna and turkey are being sold with strongly advertised brands. Even coffee does not have to be seen as commodities.

Example: Starbucks have built strong corporate brands; its name on a coffee, staff’s services or simply the experience of enjoying their coffee while sitting on a comfortable couch inside a corporate premise creates an image of quality and value.

Products gain market awareness and place on costumer’s mind through proper positioning and maintenance of its brand. Brand depicts certain attributes, functional and emotional benefits, manufacturer’s values, culture, personality, and a description of customer who buys or uses a product. The best way of doing so is incorporating key benefits of the product as brand’s positioning in the marketplace. Marketing branding must draw into a deeper level, creating surprise, enthusiasm and excitement.

Mercedes was introduced to be expensive, well-engineered, durable or high-prestige auto-mobile.  Its branding focuses on its attributes. Volvo, on the other hand, targets emotional appeal to customers. Volvo is known for its design engineered for the safety of the people.

Marketing branding comes with several challenges and decisions including branding, brand sponsor, brand name, brand strategy and brand re-positioning according to Kottler’s Marketing Management. The first consideration is whether or not to label. Small market players consider branding valuable as it showcases features or benefits of the product that they market. Some products are sold without a brand such as honey, peanut butter and rice. If you will buy such commodities from groceries, you’ll notice the distributor’s or seller’s label on the packaging. Most consumers go for a branded product most especially if its identity has been established already.

Sponsoring a brand has three options such as launching a product named after the manufacturer, distributor of a licensed brand. Other companies produce some product under its own name and some under distributor label. Most companies use manufacturer brand to develop their own brands, but re-seller is incorporating their own name to market the certain product with national brands rather than private brands. However, re-sellers sponsored their own brands and look for channels that can have consistent and large orders deliver and sustain quality and spend money to promote private brand. This is more profitable at a low cost for research and development, advertising, promotion and distribution. Private brands differentiate the product or re-sellers from other competitors.

The most effective way to position a brand is through customers’ perception and experience they will get out of purchasing your product.

World’s strongest brands share its attributes and benefits for the consumers.

  • Relevant and trendy
  • Pricing and quality meets or exceeds customers’ satisfaction
  • Core competencies or positioning
  • Well research and understand brand of different categories

Quality brand name suggests product’s benefits, product or service category, optimum quality, easy to pronounce, spell and remember, and should be of high-quality meaning depending on what country a product will be launched.

My warmest regards,
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Written by Elena Ornig

Managing Director of Publishing Company "Julia Sophistique Pty Ltd". Committee member of Australian Computer Association GC Chapter. Member of Institute of Electrical and Electronics Engineers (IEEE). Member of the Chamber of Commerce & Industry Queensland. Member of the IT Forum Gold Coast. Sponsor of the Helensvale Writers' Group, Gold Coast. Committee member of the Gold Coast Writers Association Honored VIP Member of STANFORD WHO'S WHO in America. Publisher, writer and blogger.