Marketing campaigns are well-researched plans to promote a product or service. Goals for these campaigns vary greatly, but in general focus on developing a meaningful brand that will lead to greater sales and market share and higher profits. Phil Kolter, Distinguished Professor of International Marketing at Northwestern University and author of more than 55 marketing books noted, “Business has only two functions – marketing and innovation.” Claude Hopkins, one of the first and greatest advertising pioneers, wrote in 1923, “The objective of all advertising is to buy new customers at a profit. Learn what your customers cost and what they buy…spend all of your ammunition where it counts.” CityScope magazine checked in with several of our area’s top marketing pros to find out what they think makes for a stellar campaign.
VICE PRESIDENT OF MARKETING, CHATTANOOGA CONVENTION AND VISITORS’ BUREAU
Marketing is investing in your future. And like any investment, keeping your winners and dumping your losers is the best strategy. Too many marketers change out campaigns just to make a change. The market will tell you when it tires of a campaign, which is long after you have tired of it. Just be sure you are listening to your audience. And if a campaign isn’t working, dump it. Don’t dump more money into it.
RN, BSN, DIRECTOR OF MARKETING,
ERLANGER HEALTH SYSTEM
For health care marketing, we often find telling a story is the best way to communicate our message. At Erlanger, as you can image, we have thousands of stories we could tell. Our challenge is choosing the right stories and then telling them in unique, compelling ways. We are successful when consumers learn something new and understand the benefits of a teaching hospital, which ultimately leads them to choose an Erlanger hospital or physician.
SR. DIRECTOR OF MARKETING, R&R MARKETING
(SEE ROCK CITY, RUBY FALLS, CLUMPIES, GRANDVIEW, AMONG OTHERS)
When marketing great and iconic Southern brands, success involves emotional engagement. It begins with creating a desire for something truly out-of-the-ordinary. When the experience is authentic, local, and topped with Southern hospitality, we cultivate relationships. Our brand tells a story of exploration and wonder, which is then woven into our guests’ stories. We succeed when memories are created that are so cool that they beg to be shared!
MEMBERSHIP MARKETING DIRECTOR, LOOKOUT MOUNTAIN FAIRYLAND CLUB AND MARKETING CONSULTANT, CORNERSTONE COMMUNITY BANK
I think any time you can spotlight the customers and make them the heroes of your marketing campaign, that’s a real win-win for everyone. After all, a satisfied customer is by far the most effective marketing medium for any business. And having a positive customer testimonial is much more credible than any self-aggrandizing marketing jargon. Also, it’s essential that you have confidence in the product or service you are marketing and how it will benefit others. Whenever possible and to the extent you are able, become a “product of the product,” so you can effectively communicate those benefits from personal experience.
MBA, VICE PRESIDENT MARKETING COMMUNICATIONS, MEMORIAL HEALTH SYSTEM
Great campaigns begin with research—know your audience, who is buying your product or services. Know their influencers. Who influences your audience to make a purchase? Is it a 20-something influencing a 55 year old female? If it is for a service, do experience mapping to understand each customer’s touch point. Segment your audience by age cohort and then go through the process of identifying “where are their eyes?, where are their ears?, and what is their experience?” A campaign can then be developed that has truly customized messaging that resonates with each cohort and is placed in a channel that will reach the audience.
ADMINISTRATIVE DIRECTOR OF MARKETING AND REFERRAL RELATIONS, SISKIN HOSPITAL FOR PHYSICAL REHABILITATION
In order for an advertising campaign to be successful, it must first be memorable. Secondly, it must deliver a meaningful message that resonates with the consumer and communicates how the product or service you are offering will ultimately benefit them. While doing this, it is important to stay true to your brand and make sure all elements of your campaign link back to your brand. The goal is to reach out and touch your audience through a consistently delivered message that ties to your brand.
VICE PRESIDENT OF MARKETING, EPB
Great marketing is like story telling. In a story, the hero wants to achieve something and has to overcome obstacles to do so. In a great marketing campaign, you help customers see how your offering can help them accomplish their goals. Showing how your offering is distinctive or desirable is not as important as showing how the product or service helps your customers achieve something for themselves.
CHIEF MARKETING AND BRANDING OFFICER, TENNESSEE AQUARIUM
To make sure you’re on track for a great marketing campaign, you first need to test various elements of your promise and position to learn which connect best, are the most credible and compelling, and will move the needle with your target market. Then after all that testing, you need to be sure you don’t overthink the creative. We’re fortunate at the Aquarium to have such a fun product so we just need to let it shine!