Campaigns 7
The so-called 360 marketing campaigns are about promoting a product or service using a cohesive message through multiple marketing channels.
To compare, while social media and email campaigns use one channel, 360 marketing campaigns use both of these channels and more to get the message across.
Furthermore, some other types of campaigns, such as the product marketing campaigns discussed earlier, can become 360 campaigns as long as they use multiple channels and have a unified message.
Multiple channels and a cohesive message - these may sound quite trivial. But campaigns designed this way have two advantages over their single-channel alternatives:
More marketing channels mean more people reached during the campaign and more convenience for your potential clients to contact you.
One cohesive message repeated multiple times is easier to understand, remember, and act upon.
These two advantages make 360 campaigns ideal candidates for rebranding, introducing a new product, or simply maximizing the reach and impact of your message.
1. Product marketing campaign
Product marketing campaigns are used to introduce a product (or a product feature) into the market.
They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.
This kind of campaign should stem from your go-to market strategy.
But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).
2. Sales promotion campaign
Sales promotion campaigns are short-term initiatives used to stimulate demand for a product or service.
The goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers, coupons, etc. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.
As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn’t meet its sales quota. Yet running these campaigns too often has its downsides: discounts can devalue a brand and make it harder to sell products/services at regular prices in the future.
An alternative to offering discounts is increasing the value of a product. For example, you can add more products to make a bundle, offer some freebies, or provide free shipping.