Marketing campaigns and the four Ps
Planning a marketing campaign can be a fun and exciting journey, but some companies jump the gun a bit and get into trouble in the end. Recent honorable mentions for biggest campaign backfires go to:
- New Adventure Travel Group in South Wales “Ride Me All Day” bus ads. The New Adventure Travel Group put ads on their busses that had what looked like a naked woman or man holding a sign that read “Ride me All Day for £3.” They were trying to target the younger crowd but instead got a lot of backlash for being sexist. Their ads were blowing up on social media, but for all the wrong reasons.
- Budweiser’s “Up For Whatever” campaign. Budweiser’s “Up For Whatever” campaign didn’t go so well, either. “The Perfect Beer For Removing ‘No’ From Your Vocabulary For The Night” was used in advertisements and even printed on their beer labels. Consumers saw this as promoting reckless drinking and sexual assault.
We know that these companies meant well, but all of this bad PR could have been prevented. Asking these questions can help you create a successful campaign with little to no regrets.
- Do you have a goal in mind?
- What is the key message?
- Is that message clear?
- Is the campaign relevant?
- What channels of communication will you use?
- Who is your target audience?
- Will you offend anyone?
- Would you benefit from a focus group?
- Did you proof it?
- Do you need to hire a company to help you?
- Does your campaign align with your brand?
- How will you measure your success?
One great thing to keep in mind is your marketing mix. A marketing mix is the elements that your company uses to influence customers to choose your product or service and commonly contains the four Ps of marketing: price, product, promotion and place. The four Ps have been used in marketing for decades, and now some other Ps have been added: packaging, people, politics and positioning. If you think about it, the Ps really cover all of your bases.
Now that you got your mini lesson on marketing, get out there and start your planning.