Question

Topic: Strategy

Are Simultaneous Multiple Campains A Good Strategy

Posted by Anonymous on 12/13/2007 at 1:53 AM ET 250 Points
Is it a good strategy to have several marketing campaigns running at the same time? For example, one campaign targeted at a pre-defined segment of 18 - 24 year olds while there is another campaign running for a pre-defined segment of 25 - 32 year olds? Would consumers get confused with different tag lines for the different campaigns? Also, how long should a marketing campaign last? Finally, is it necessary to come up with a different tag line for each new campaign? For example, if I were to choose a new campaign targeted at the same segment of 18-24 year olds a year later, but with a different goal in mind for the campaign. Would it be necessary to come up with a new slogan for this new campaign? Would I have the option of using last year's slogan?

Thank you in advance for your help!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Harry Hallman on 12/13/2007 at 7:02 AM Member
    First, I would say running different targeted campaigns at the same time is fine. If you target correctly there should not be much cross over. How can any company run a target-marketing program without overlapping them?

    Your tag lines are determined by your goals, which guide your message. So yes, you probably should change tags and creative if the goals change.
  • Posted on 12/13/2007 at 10:14 AM Member
    The strategy of simultaneously running multiple campaigns is not uncommon - marketers frequently do this in order to test out ideas in a live environment to see what works best and how results differ. Ideally, this exercise is done in a way that is controlled - e.g., where each target is only exposed to one campaign.

    If you can execute this idea in this type of controlled manner, I would suggest you have a method of identifying respondents to each campaign, and measure results for each. For example, you can have them report a code at point of sale so you can understand what drove their response, and how their response may have differed (by SKU, purchase volume, etc.) from respondents in the other campaign.

    The specific method of measuring results, and the length of campaign will vary based on the category you're in. In general, higher-involvement purchases may require more exposure than lower-involvement purchases, but it can also depend upon price point, positioning of the product, and many other variables.

    Good luck!
  • Posted on 12/13/2007 at 12:05 PM Accepted
    It seems that you have not set a specific strategy for your marketing. When you have an overall strategy you can ask about each idea and campaign, does it support the strategy?

    Taglines are meant to be memorable so developing a tag line that will be remembered by your target and without question attached to your company name and logo is the purpose. You can change campaigns but try to keep the tag line. The tag line can be the unifying message among campaigns.
  • Posted on 12/13/2007 at 12:10 PM Author
    Thank you all for your responses.

    I think my strategy will be to run simultaneous campaigns when I don't feel the overall message would confuse other segments or when the message will most likely not cross paths with my other segments. I am fairly confident that the campaigns for each segment will not be a source of confusion for an unintended segment. Instead, it may not be as successful as a campaign for the intended segment, but I don't feel it will cause any harm to the brand.

    Thanks again!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)