Creating more effective campaigns
Faced with pressure to deliver faster and better results, the question of how to develop better campaigns and increase effectiveness should be a high priority for any marketer going into the new year.
At Red Campion we have extensive experience of conceiving and stitching together integrated campaigns – selecting the right combination of affordable touchpoints and tailoring the messaging to maximise effectiveness.
Effectiveness can of course be measured in different ways. Whatever the criteria that's important to your
business, we’ve always set benchmarks and assessed the ROI - a task that's now much easier in the digital environment.
Take our recent campaign below for example. Created this Autumn to promote IDEXX water testing capability to specifiers and influencers in the UK healthcare sector. Precisely targeted integrated activity that produced excellent results.
IDEXX Water On-site Water Testing campaign, Autumn 2017
Online promotion
Campaign touchpoint one. Online promotion through advertorial on the Health Estate Journal (HEJ) website for a month in the build-up to the Healthcare Estates show at Manchester Central.
Electronic direct mail
Campaign touchpoint two. Electronic direct mail promoting the product offer and inviting people to the show. A message repeated immediately prior to the show via the HEJ newsletter.
Exhibition stand
Campaign touchpoint three. A high impact exhibition stand to provide a focus at Healthcare Estates. Twin light boxes punch out the key messaging.
Bespoke sales literature
Campaign touchpoint four. Short run digital sales literature dedicated to the campaign produced to reinforce and substantiate the message.
Without breaching confidentiality, the electronic direct mail had opening rates of 25%, traffic to the stand was increased over the previous year in terms of both quantity and quality allowing the sales team to have a more than healthy list of warm prospects to follow-up.