When launching a new brand, the right combination of ideation and implementation can take a campaign from forgettable to creating an everlasting impact.
By sparking curiosity and creating a well meaning launch campaign, you can build significant brand awareness and recognition. But how do we get this perfect combination? It comes down to the interplay between three aspects: messaging, placement and execution.
Messaging
Great messaging has the ability to stay with you long after the campaign has finished. For example, consider Uber’s ‘Tonight I’ll be eating’ campaign. Not only does this messaging come up in multiple advertisements, in a multitude of places, but also appears on physical marketing pieces such as their takeaway bags. A good message can withstand time and become a referencial piece of marketing. Consider how your message can be extended or shortened in different contexts. The key idea is to communicate the value of your services and get potential customers excited.
Placement
There are particular avenues that work for different audiences so before you get started on your campaign, consider your audience and your area. This way you can find value in where your target audience spends their time and where they may engage with your campaign. Placement can refer to both physical and digital spaces. Physical marketing could range from a local billboard or a printed piece that you might find in a local cafe. In terms of digital spaces, understanding what platforms your target audience use the most can assist in advertising in the right place and reducing your cost per results.
Execution
As much as messaging and placement are critical, 80 per cent of a campaign comes down to its execution. Execution is about effectively bringing your brand to life. When executing your campaign, you want to ensure cohesive design throughout especially as you build a schedule around launch day. For messaging and placement to be effective, it comes back to execution. Be sure to give yourself enough planning time to execute your brand campaign.