An Easy Way to Create a Marketing Campaign

by GRD Creative | Mar 10, 2023 | Advertizing, Best Practices, Business, Email, Marketing, Search Engine Optimization, Social Media

Marketing is a very broad field, and many smaller business are easily overwhelmed when it comes to marketing their services and products. Where do I start? What channels do I use? When do I market my products? These questions get asked frequently, and the answer varies according to what field of business you’re in, what your services and products are, where you operate, whether you’re online or offline, what your customer base is, whether you’re a seasonal business or not.

This short post attempts to guide you through this marketing maze!

First things first; the 4 ‘P’s’ of Marketing

The product, price, promotion, and place ‘silos’ form the four ‘P’s’ of the marketing mix. These are the key factors that are involved in introducing a product or service to the public. They have been taught in business classes for many years and are considered to be the core of a good marketing program. They include topics that should be included within any marketing program or promotion; let’s outline them:

Product – This includes topics such as include delivery, technology, quality, services, and product availability.

Price – The topics in this part of the mix include product & service cost to users & resellers, subscriptions, payment periods, arrangements and terms.

Place – this covers strategy, support, distribution channels, coverage, locations, logistics and e-services.

Promotion – The most known and used part of marketing, topics include promotional strategies, advertising, logos and brand identity, product and service promotions, fundraising, communications, events, and public relations.

Elements from each of these marketing silos should be created and used as part of a campaign, and then marketed through your marketing channels.

What are Marketing Channels?

Marketing channels are the areas where you advertise and market your business, products, and services; they fall into 4 broad categories:

• Free marketing channels: these include any marketing service that’s free to use, such as social media apps like LinkedIn, Q&A platforms like Quora, and directories like Yellow Pages.
• Paid marketing channels: these are paid ads and commercials. Be aware that some marketing channels can be free and paid, such as Facebook is a free marketing channel but Facebook Ads are paid.
• Digital marketing channels: All marketing done online is digital marketing, including social media, organic search (SEO – Search Engine Optimization), paid search, blog posts, and email marketing, so again, Facebook is both free and digital.
• Traditional marketing: Any marketing done offline is traditional marketing, and includes direct mail, broadcasting, print advertising, signage, vehicles, and billboards.

So what’s the best way of using ‘marketing channels’ and ‘marketing Ps’ together?

The 4Ps and marketing channels models can be used whenever you are planning a campaign, whether its a product launch, running a promotion for your existing services, or optimizing sales for an existing product.

By looking at the product, price, place, and promotion factors as they relate to your product and service, and by creating content from those factors, you can create a marketing campaign across multiple channels that successfully shows your services and products to the public, created sales opportunities.

This may seem complex, but its actually far easier than you think; for example, if you have a tech support company that’s expanding into a new field, you can create a campaign where you run a promotion for the new service (Promotion ‘P’) at a great price (Price ‘P’), with content showing it’s advantages (Product ‘P’) in your core regions of operation (Place ‘P’), and you can deliver this content via email marketing to your existing customers and by social media (free marketing channel), Google Ads (paid marketing channel), on your website (digital marketing channel), and by new signage on your company vehicles (traditional marketing channel).

Another example could be a local artisan who wants to promote their new range of crafts. They could create a promotional offer (Promotion ‘P’) for the new range with a detailed description (Product ‘P’), with a great introductory price for buying multiples of the product (Price ‘P’) from the local farmers market (Place ‘P’), and the new product range could be marketed by Facebook and Instagram posts (free and digital marketing channels), and those posts could also be boosted (paid marketing channel) to the target market location, and put up posters around town in key locations (traditional marketing channel).

As you can see from these examples, the frameworks outlined by the ‘Marketing P’s’ and ‘Marketing Channels’ make it easy to develop your marketing campaign however you choose, where ever you are, and whatever your product or service is. The combinations are endless!

For help and advice in creating your marketing campaigns, contact Gleneden Ridge Design.