Have you ever wondered how some of the most memorable marketing campaigns were created? Is there a secret to designing killer marketing campaigns? Let’s do a test to see if you can remember any of these gems.
I’ll fill in the blanks for you at the bottom of this article if you haven’t figured them out by then or you are under the age of 30.
The Winston marketing campaign aired from the mid 1950’s until the earl 1970’s. It was created by the William Esty ad agency. Even though the campaign has not been heard for over 28 years, the slogan and the music that is associated with it are still retained in the minds of consumers. This is because the combination of a strong Unique Selling Proposition (U.S.P.) and a catchy tune can create a lasting memory that is easy to recall.
The same is true for the 1978 Alka Seltzer commercial recorded by Sammy Davis, Jr. The catchy slogan combined with an effective music track makes recall natural for anyone living during that era. winston cigarettes types
Granted, these marketing campaigns were well-funded and had high frequency when it came to repetitive airplay. But, some of the key principles used in marketing campaigns like these can be used by a company of any size.
A strong Unique Selling Proposition is really the first key to making a great marketing campaign.
The U.S.P. should clearly differentiate how your product or service is the best choice within your marketplace. Ask yourself the question, “Why should someone buy our product or service – how are we different than anyone else?” You get extra bonus points if you can get this into a catchy statement of ten words or less. This statement should be foundational in all of your marketing materials.
One way of creating a U.S.P. is to conduct a S.W.O.T. analysis on your market.
Find out the Strengths/Weaknesses/Opportunities/Threats of not only your company, but your competitors as well. This is an exercise that is well-worth the time invested. It will also really help you understand how you are positioned in the marketplace. I suggest doing an exercise like this at least once per year when you are updating your marketing plan. It is good to repeat the exercise so you can see if anything has changed in your market since the last time you conducted your review.
The second key to creating a great marketing campaign is how you present your U.S.P. depending on the specific advertising medium you have chosen.
If you will use radio or television, like the examples I started this article off with, then you should seriously consider what type of music or jingle you could use to bring your slogan to life. If you use print, perhaps you can use a certain styling of font or image to create a response. Think about the Nike swoosh and the words, “Just Do It.” They are memorable and visual because they were effectively created.
Finally, be consistent from campaign to campaign.
There is nothing worse than continually re-branding yourself with a new slogan or a new visual look. Build your brand over time and have it in lock-step with your Unique Selling Proposition.