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In 1898, the American advertising and sales pioneer, E. St. Elmo Lewis developed a practical sales tool using the latest Scientific Management insights. He created his AIDA funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling. Lewis held that the most successful salespeople followed a hierarchical, four layer process using the four cognitive phases that buyers follow when accepting a new idea or purchasing a new product.

The AIDA model describes the basic process by which people become motivated to act on a purchase and is based on external stimuli from sales representatives. This motivation to make a purchase depends on:

1. AWARENESS of the existence of a product or service;

2. INTEREST in paying attention to the product's benefits;

3. DESIRE for the product.

Lewis held that the fourth stage or mental state, ACTION, was a natural result of moving through the first three stages -- that desire leads to action, i.e.

1. Are you talking to me?

2. Why are you talking to me?

3. Good idea, but do I really need it?

4. What will I have to do to get it?

In 1911, Sheldon extended the model with a fifth phase, 'permanent Satisfaction' to stress the importance of repeat sales. In the following decades, the AIDA model served to study how advertising affects consumers and was the basis for numerous motivational driven consumer behaviour research models such as ACAIP, ACCA, and CAB.

The AIDA funnel model was to be used as the backbone for structuring an organisation's sales. The sales funnel helps sales personnel to better target a client by basing their actions on the client's position in the funnel. Salespeople should seek different sales objectives for their suspects, their prospects and their customers. The aggregated information from the sales funnel allows a firm to construct an overview across sales representatives and departments and to deliver better structured sales forecasts.

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management method management theory consultant consultancy firm

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In 1898, the American advertising and sales pioneer, E. St. Elmo Lewis developed a practical sales tool using the latest Scientific Management insights. He created his AIDA funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling.

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Everything you ever wanted to know about marketing from the marketing gurus Kotler and Armstrong

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Something about everything

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The Latest news for the marketing & media industries.

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How to run a successful campaign - case studies and loads of useful info

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Campaign Brands Hub | Powered by Marketing Magazine

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The Campaign Brands hub (powered by Marketing) is the leading title for brand marketing news, opinion and analysis.

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Marketing is the process of teaching consumers why they should choose your product or service over your competitors. If you are not doing that, you are not marketing. It's that simple! The key is finding the right marketing method and defining the right marketing message to use to educate and influence your consumers.

Companies make the mistake of thinking that marketing is just "one" thing, but marketing is everything that the consumer encounters when it comes to your business, from advertising, to what they hear, to the customer service that they receive, to the follow-up care that you provide. It's all marketing and creating the decision within the consumer whether or not to choose you initially or for repeat business. Marketing is often confused with advertising and sales, but it is important to know the key differences.

On the first day in many Marketing 101 courses, professors often define "marketing" as "all the processes involved in getting a product or service from the manufacturer or seller to the ultimate consumer." It includes creating the product or service concept, identifying who is likely to purchase it, promoting it and moving it through the proper selling channels.

Marketing is best identified using what is called the 4 P's or a mix of marketing: Product, Price, Promotion, and Place. Starting with products, companies have many procedures they must undertake to ensure their products are ready for selling. The first stage is called the "ideation stage," where the idea for the product is conceived. Then, marketing departments usually test new product concepts with focus groups and surveys to ascertain interest levels among potential buyers.

If the interest level is high, marketers may then sell products on a limited basis to track sales. If product sales are high, products are then rolled out on a national level. Before products go to the market, companies must decide what styles, sizes, flavors, and scents they should sell and the packaging designs they should use. Consumers have much input in these decisions. Price is also tested through focus groups and surveys. Companies must know the optimal price to sell their products to achieve maximum return.

One way to determine price is to set it at a level comparable to competitors; that is if the company can recover all associated product expenses and still make a profit. If the company is introducing a new product that has never existed, they must determine how much the consumer is willing to pay for it. Customers will only pay so much for products. Price a product higher, and sales can drop off exponentially. Promotion pertains to brochures, ads, and information which companies use to generate interest in their products.

For more complex concepts, like spas or computers, companies may promote their wares at trade shows. Promotions usually have two purposes: generate leads for sales reps or initiate actual purchases. Place in marketing nomenclature is the distribution. It is how and where products are sold. Consumer product companies, for example, sell to wholesalers who, in turn, sell to retailers. In the industrial market, the buying process is longer and involves more decision makers. Some companies also sell products or services on a local level, while others sell nationally and even internationally.

All distribution decisions are part of the overall marketing process.

Business consultant Evan Carmichael's does a great job of identifying the three main purpose of marketing:

Capture the attention of a target market.

Facilitate the prospect's purchasing decision.

Provide the customer with a specific, low-risk and easy-to-take action.

With these purposes in mind, coupons, sales and even merchandising, or how products are displayed, are part of the marketing process. Since marketing is the cornerstone of every business, the overall objective is to sell more products or services.

Print, radio, and television advertising are types of marketing, as are direct mail and Internet marketing. Companies that sell via the Internet optimize their web pages, so they appear higher in search engines like Google and Yahoo. Newsletters, press releases, and articles are forms of marketing used to generate leads and orders. Some companies use referral marketing to increase business, where satisfied customers refer others to a particular business.

More recently, social media marketing is becoming a type of marketing that smart companies can't avoid when it comes to reaching potential buyers, whether it's advertising on Facebook or posting advice on Twitter with links to a website. All told, marketing is anything that informs, interests and gets people to make purchase decisions. Learn about growth hacking for businesses.

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Learn What Marketing Is and How It Is Used Effectively in Business

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Marketing is the process of teaching consumers why they should choose your product or service over your competitors. If you are not doing that, you are not marketing. It's that simple! The key is finding the right marketing method and defining the right marketing message to use to educate and influence your consumers.

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Lesson learnt

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Nearly every successful business uses social media platforms for its marketing campaigns. Marketers now recognize the power of networks such as Facebook, YouTube and TikTok to attract, engage and convert customers.

The bad news? Review Trackers reports that 94 percent of customers say a bad review on social media has convinced them to avoid a business. While Pew Research found that 65% of people said social media was having a negative impact on society, only 10% believed it had a positive impact.

As a business owner, it's clear that using social media to your advantage is critical, but do you know how to maximize the impact of your social media marketing campaigns? Do you know what your goals should be and how to achieve them?

We've done some research to showcase five successful campaigns that made waves across social media platforms. So whether your business is new to social media marketing, or a seasoned veteran, these campaigns can give you insight into running campaigns that consumers respond to.

Facebook Social Media Campaign: Carlsberg

To support Liverpool FC in the final of the 2019 Champions League season, Carlsberg created a special red beer to match their football kit. To promote the beer and campaign Carlsberg used the power of global fan Facebook networks and celebrated its sponsorship and commitment to Liverpool FC. As part of the campaign, the brand shared a video message from Liverpool manager Jürgen Klopp, to influencers and Liverpool fans.

Between May and July 2019, the campaign achieved:

19 times return on ad spend

7.2-point lift in association between Liverpool FC and Carlsberg

A 9-time increase in Carlsberg website traffic

Key takeaway
Facebook networks can be a very powerful way to engage a captive audience. By sponsoring Liverpool, Carlsberg improved its brand awareness and drove significant traffic to its website. This type of collaboration can be very effective in keeping a brand front of mind long after the campaign ends.

Other successful Facebook campaigns

Instagram Social Media Campaign: Red Bull

Consumers have been "given wings" for over 28 years by Red Bull, and they ranked #69 on the Forbes World's Most Powerful Brand List in 2020. Their energy drink can be found in over 170 countries, so it comes as no surprise that the company has sold over 60 billion cans of their famous drink. Since its humble beginnings back in 1987, the brand has released four new flavors of energy drinks to cater to individual tastes and preferences.
Goal
To drive awareness of the extension of the brand. The goal of their Instagram campaign was based on boosting awareness and sales of their tropical flavored 'Summer Edition' energy drink for the Australian market.
Solution
With a firm focus on simplicity and brand building, Red Bull paved the way for their campaign with a promotional teaser just before summer hit. To get audiences focused on the can's new look, they incorporated yellow filters across a range of images and videos portraying typical summer days. The brand was twice as likely to be associated with the #thissummer Instagram hashtag trend as any of its nearest competitors.
Results

10-point lift in top-of-mind awareness

9-point lift in favorability

7-point drop in the unconvinced market

1.2 million consumers reached

Key Takeaway
There's a big market for campaigns launched on social media, and the power Instagram has in driving engaged users is significant. In order to leverage Instagram to grow your customer base, you need to understand customer journeys within and across social networks so you can use them too.

Other successful Instagram campaigns

Twitter Social Media Campaign: Auto Trader

Auto Trader is the UK and Ireland's largest online car marketplace.
Goal
Auto Trader wanted to use the branded hashtag #AutoTraderGoals in their 2018 World Cup campaign to raise awareness.
Solution
The brand wasn't a sponsor but set itself a target of beating the official sponsors of the World Cup by trending above them. The sports marketing campaign offered a free car every time England scored a goal. Based on England's prior World Cup performance the expectation in the general public was that they wouldn't give away many cars!

The #AutoTraderGoals campaign used a structured approach to a Twitter campaign. The humor and excitement built as England performed better than expected.

Results
This was a great example of branded campaign hashtag and Twitter marketing for the following reasons:

Twitter provides a ready audience of sports fans and its demographic is more male than female.

England did better than expected so the fact that Auto Trader gave away a car for every goal became a humorous narrative. The company pretended that the Finance Director was having a breakdown and supporting other teams so that he didn't have to give away so many cars.

The hashtag explained the campaign and gave memorability to the brand when it trended above the World Cup sponsors (such as Coca-Cola) on Twitter. The brand was front of mind due to the presence of the hashtag during every England match.

The company used the combination of a sports audience and real-time focus to gain traction on Twitter.

Other brands got on the bandwagon and did parody tweets, which spread the story and hashtag further.

Key Takeaway
This campaign was successful because

It captured attention by using videos.

It encouraged conversations.

It used Twitter Conversational Cards to increase reach.

It captured people's imagination. The interaction between the Financial Director and the public drove significant traffic and revenues on the Auto Trader site.

If you need some guidance, check out ' How to Use Twitter for Business ' to get started.

Other successful Twitter campaigns

LinkedIn Social Media Campaigns: Maersk

Maersk is the world's largest container shipping company, with routes stretching across 150 countries. It has used a variety of social media channels for a range of marketing activities.
Goal
After conducting a social media survey, Maersk discovered that its customers prefer to connect with them on LinkedIn more than any other network. Armed with this knowledge, the company was able to use content marketing to share information relevant to its customers and prospects.

It uses LinkedIn as part of its B2C creative approach to provide shipping industry news to its followers. It also highlights industry trends and issues and encourages followers to engage in conversations.
Results
By developing engaging content, Maersk has developed a strong thought leadership profile on LinkedIn, enhancing its reputation. For example, it has used engaging video content to discuss and promote key business issues. It aims to use LinkedIn to communicate and collaborate, and not just to sell.

Maersk uses the different LinkedIn pages to full effect. It completes all the elements of the pages to ensure it can comprehensively communicate its brand. And it links communications across all pages so its message is consistent.

Different employees are associated with different topics, such as 'Together All the Way', 'Maersk Life', and 'Maersk Technology'. In this way, trending posts can be collated together to create a stream of information. Using hashtags on its Career pages helps it to bring its messages together. In addition, it uses affiliate pages to showcase its different divisions and link them together.
Key Takeaway
Maersk was able to use a variety of content formats to leverage the power of LinkedIn to establish thought leadership and increase reach by providing value to its followers.

Other successful LinkedIn campaigns

YouTube Social Media Campaign: Jamie Oliver's Food Tube

Jamie Oliver's YouTube channel, Food Tube, provides recipes, tutorials, and funny videos, as well as guest appearances. The channel invites contributions and suggestions from its subscribers so they can become part of its story.
Goal
The channel aims to build a vibrant, interactive community of foodie followers.
Solution
Food Tube uses striking branding, a channel trailer, and well-organized playlists including 'Cooking with Kids' and 'Staying Healthy'.

Each video contains a clear title, a keyword-rich description, and a bespoke thumbnail image to draw the viewer in. The channel works well at keeping users engaged and scrolling between videos.
Results
Chef Jamie Oliver's Food Tube is one of the most successful food YouTube channels with more than 5.5 million subscribers.
Key Takeaway
Food Tube doesn't just push a product to drive conversions and sales. It aims to build a community of food-loving advocates by providing engaging and entertaining content while inviting followers to collaborate. Plus if you use SEO effectively on YouTube, you can move your videos up the rankings to ensure the content is seen.

Other successful YouTube campaigns

There are five successful social media campaigns across different platforms that made waves in the last few years. These examples demonstrate just how valuable social media marketing can be and what a big difference it can make in lead generation, brand awareness, and sales. Keep these takeaways in mind when planning your next campaign!

Elevate Your Social Media Skills & Knowledge

DMI's Social Media Marketing course will teach you how to plan, build, and implement social media campaigns that engage and convert. From Facebook to YouTube to LinkedIn to TikTok, you will understand the content formats that work on each platform along with how to use social for customer service and social commerce.
(First published 2016, updated 2022)

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5 Successful Social Media Campaigns You Can Learn From | Digital Marketing Institute

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5 Successful Social Media Campaigns You Can Learn From page on the Digital Marketing Institute Blog, all about keeping you ahead in the digital marketing game.

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For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition.

Good campaigns follow a theme and include a series of touches with the market. It's noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference. While there's no magic number regarding the best frequency for a message to make an impact, opinions range from three to twenty times, with seven being an old marketing adage.

Many marketing campaigns contain an overarching theme, which can be leveraged over extended periods of time with multiple variations, or different elements, to tell an entire story.
Note: You can access guided campaign planning templates in Qlutch, our marketing planning app.

Marketing Campaign Examples

An example would be The Duck campaign launched by the American Family Life Assurance Company in 2000. While the company had been in business since 1955, it had only a 12% brand recognition rate before the campaign launched. The company used the Kaplan Thaler Group to improve its name recognition. Kaplan created a new character, the Aflac Duck, who appeared in ads featuring customers who had trouble remembering the insurance company's name. In the ads, the duck appeared in the background and quacked the name "Aflac" (while usually ending up in a funny predicament).

You've seen them, right? As a result of the long-running campaign, Aflac's brand recognition jumped from 12% to 90%, and increased sales catapulted Aflac into a leadership position in the supplemental insurance market.

In 2013, the campaign keeps evolving. The duck recently got hurt; now you can use Facebook to send the duck a get well card.

Large consumer marketers like Alfac typically use ad agencies (both traditional media and digital media agencies) to design their campaign creative, handle the media buys, and track results. These are often multi-million dollar endeavors, and have brought us such memorable advertising campaigns as:

"Just Do It" - Nike

"The Most Interesting Man in the World" - Dos Equis

"Where's the Beef?" - Wendy's

"We Try Harder" - Avis

"Absolutely, Positively Overnight" - FedEx

Marketing Mediums for Campaigns

While most small- to mid-market companies can't afford the multi-million dollar ad budgets from the Madison Avenue agencies, they can create effective and memorable campaigns leveraging different media such as:

Online media, including interactive ads and banners on websites

Print media

Social media

Publicity

Direct mail

Email

Radio

Television

Telemarketing

Events and trade shows

Search engines

Outdoor media

True marketing campaigns are more than just advertisements. Complex campaigns leverage multiple mediums, use a sequence of messages over an extended timeframe, support positioning, define a brand experience, and handle the campaign fulfillment and selling.

Campaigns can also be simple - using a single medium, with a single message and call-to-action. Here are three examples of very simple campaigns:

GENERATE NEW LEADS

DRIVE EXISTING PROSPECTS TO YOUR TRADE SHOW BOOTH & VIP RECEPTION

HIT YOUR MARKET WITH A SPECIAL OFFER

1. Use search to generate traffic to your website.

2. Receive information request from prospect via landing page form.

3. Email the requested information.

4. Call the prospect; qualify the prospect further and determine next steps.

1. Mail a postcard to attendees three weeks before the show; invite them to your booth with an intriguing incentive.

2. Mail a special invite to key prospects and customers for a VIP reception. Ask them to RSVP by phone, email or URL.

3. Call key prospects and customers as a second effort.

4. Send an email to all confirmed attendees 3 days before the event.

5. Email the non-respondents one last time.

1. Run banner ads on industry websites and targeted email newsletters.

2. Send out a special email to your house list.

3. Create an intriguing story and tie it to your offer. Write a search-optimized press release and post it on your site; distribute release and pitch to a key industry reporter.

4. Run a series of paid search ads.

If you're planning a group of campaigns for your marketing plan, it's good practice to start with your annual goals and work backward to develop campaigns to meet those numbers. For example, when you know how many new customers you need, you can calculate how many leads you'll need, and then design campaigns to generate that number of leads over the course of the year.

With solid planning, a jolt of creativity, and a focus on measurement, you'll be in a strong position for success.

You plan and execute your campaigns to hit specific goals. You don't always hit them, but you test and improve different elements; the ROI on your overall budget is above your goal.

You focus on an offer and call-to-action, and you touch your prospects several times and follow up when appropriate.

You recognize the challenges in measuring results, but you do what you can; it helps you improve the next time around.

Your campaigns aren't the most creative or the splashiest, but you've hit many of your marketing goals. You don't test, but your response rate is fine. You don't know your ROI, but you know generally which campaigns work best.

When you're faced with ambitious annual goals, you have problems gaining budget approval.

Since you stick with the same campaigns, year in and year out, it's also difficult to figure out how to generate additional leads.

Your marketing programs tend to be reactive - suddenly you're low on leads or falling short of your goals and you launch a campaign to fix the problem.

Since your programs don't seem to work, it's difficult to gain budget approval for future campaigns that could be better-planned and executed.

It's a vicious cycle and you don't know how to get out of it.

How Planning for Marketing Campaigns Aligns with Your Brand Strategy

Your marketing campaigns are the vehicles for connecting with your marketplace, to generate leads and sales, and to position you as that certain "something."

Campaign copy and creative should always support your brand strategy and messages, even if you're running a tactical lead generation campaign. They're one of the most effective customer acquisition tactics in your marketing arsenal.

Key Concepts and Steps

Quantify your goals

Plan your campaigns to meet your annual revenue and volume goals. For example, if you're trying to generate 100 new customers, figure out how many leads you'll need and when you'll need them.

Think about how you'll use different media. For example, if you're B2B, your sales team may be able to generate 30% of your leads through prospecting; the rest may come from telemarketing, email, social media, direct mail, search marketing, webinars, trade shows, etc.

Generate campaign ideas and strategies

Identify all of the business goals that will need marketing support. You may need campaigns to generate and nurture prospects, to sell direct or through a channel, or to market to existing customers.

Evaluate ideas and options (traditional sales activities, Internet marketing, social media, telemarketing, direct mail, email and publicity) to determine which ones are most effective for meeting a particular goal.

Target your audience

With more specific targeting, you can speak more directly to the prospect and raise your response rates in the process.

Deliver one or two key messages and your call-to-action

If you include every detail about your offering, it's easy for prospects to become overwhelmed. Move a prospect just one step at a time.

Be creative - your market is bombarded with messages daily, so grab their attention and engage them.

Create your budget and estimate your return on investment

Projecting marketing ROI is a powerful exercise that forces you to think through and estimate results for the important metrics of your campaign:

Impressions, or exposure to your campaign creative

Conversions, or those who take action from the impression

The steps required to move from a conversion to a customer

The number of units sold, and the profit from each

The items of your campaign budget

The estimated ROI of your campaign

Plan your fulfillment

Your fulfillment processes can help or hurt your close rate, so be sure you outline your requirements. For example, if you're running a campaign where prospects request a software demo, and it doesn't arrive for a week, your prospects may lose interest.

Plan to measure

When you measure your campaigns, it's easier to gain budget approval the next time around. You'll also know exactly which programs produce the highest return.

Establish how you'll measure each campaign. If there are variables you can't measure, decide how you will account for those results.

Identify how you'll capture the data you need - unique phone numbers, unique URLs, etc.

Continually test and improve

Even on a small campaign, you can evaluate your ad, your copy, your list or other factors before you spend your entire budget.

Choose a subset of your list or two versions of an ad; test them in small quantities and choose the best one for rollout. Then you can test a second variable against the winner of the first test.

Keep the testing cycle going and track your results over time. You'll improve your response rates and your return on investment.

Improving Your Marketing Campaigns

After you plan your campaign, it's time to focus on tactical execution. That means having a deep understanding of the media you're using, carefully planning your media buys, tracking your results, and following the best practices and steps for each media you use.

Check out our marketing campaign planning tools if you'd like guidance.

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For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition. Good campaigns follow a theme and include a series of touches with the market. It's noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference.

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Online marketing & PR for ambitious businesses

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BuzzedUp provides results-driven marketing and PR strategy for ambitious businesses.

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We've just flicked the switch on moving all our digital resources to instant digital download - via our new subject stores. For every subject you can now access each digital resource as soon as it is ordered. This will always be the latest edition of each resource too (and we'll update you automatically if there is an upgraded version to use).

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Marketing Lessons from Marketing Teacher - YouTube

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Free marketing and management videos for marketing learners, teachers and professionals.

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For marketing learners, teachers and professionals.

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Marketing resources and tools for small businesses. Information on advertising, exhibitions, market research, online media, PR and much more.