Creating a Successful Interactive Marketing Campaign.
I recently wrote an article on what questions to ask before deciding to implement an interactive marketing campaign. If you decide to implement an interactive marketing campaign, it is important to make it successful. Here are seven tips for doing just that.
- Create a campaign that excites, amuses, or brings out the passion in people.
In order to contribute to the campaign, the customer has to care. They have to care enough to move from passive consumers to content creators. The campaign also should attempt to gain the attention of people new to the brand.
- Work with your brand image.
What is your brands image? Is it quirky, bold, old-fashioned, or modern? Work with your brands image to appeal to your fans and tell newcomers who you are. Make sure the graphic portions of the campaign have a look that matches what you want to communicate to your public. Have the content creation portion tie in with your brand’s products. For example, film equipment companies can have customers create video content. Make your campaign fitting with what your brand has to offer.
- Pick the right platform for your campaign.
Different social media platforms have different strengths, purposes, and even cultures. When you know what your campaign is going to entail, look at your social media options to see which one would suit it best, or even if multiple platforms would be suitable. A campaign involving crafts might be a good fit for Pinterest, story sharing campaigns would work well for Facebook. There are many options for social media campaigns. Even choosing to have the consumer participation portion be on the corporate website while advertising across social media might be a good idea. Advertise your campaign across multiple mediums
- Advertise your campaign across multiple mediums.
This helps your campaign to spread to more than just one area. It encourages people who follow your brand on one platform to start doing so on another. Advertising across multiple mediums can also help spread your campaign into the public consciousness.
- Reach out to the participants.
Respond to at least some the responses you get. Make your interactive campaign truly interactive. It makes people feel special when they get responses back about the content they had created and it builds a relationship. Even with negative interactions, responding to them can be a step to mending a damaged customer relationship.
- Showcase your best responses.
Are there responses that stand out in passion, wittiness, or creativity? Ask permission from the creator and showcase these across various social media platforms. It acts as a way of rewarding brand champions and gives incentive for content creation, all while showcasing your brand.
- Have a sense of humor and be flexible.
Most interactive campaigns get at least some non-serious submissions. Roll with it, play with the submission a little. It gives your brand an image and a voice. Sometimes your audience may take the campaign in a new direction. Interactive marketing means giving up at least some control. Don’t be afraid to do that. It’s a gamble, but your audience may come up with great ideas that you never would have thought of.