Posts Tagged ‘Campaign’

In the new world of communications, AIDA is still relevant

By Jodi Duncan, February 15, 2010
photo by leetlegreenman pm Flickr

photo by leetlegreenman on Flickr

A client told me his sales staff was frustrated because the campaign we were running wasn’t generating many leads. We went back through his strategic plan, and I pointed out that the lead-generating activity of the campaign was not executed.

We executed the awareness part of the campaign strategy, which was performing very well. We effectively moved the audience into the interest stage of the campaign. But that’s where it stalled out.

This is a common mistake, but one that is easily corrected.

A solid campaign will, at its highest form, take you through the stages of consumer involvement: AWARENESS – INTEREST – DESIRE – ACTION, or AIDA. There are strategies and tactics that support each of these areas. All the stages should be considered carefully as your audience moves through the cycle to action (the purchase).

Here’s how it works:

1)    Awareness

“Who are you and why should I care?”

Activities include:

  • Broad-based advertising like print, radio and television ads that introduces the company or product
  • Direct mail that may or may not have an offer
  • Public relations
  • Email  (Sometimes. This is more effective if the prospect has already opted in or raised a hand.)

2)    Interest

“I might want what you have to offer, but I need to know more.”

Activities include:

  • Online search
  • Clicking a banner ad
  • Visiting a website
  • Ordering more information (perhaps a brochure or literature piece)
  • Calling the company with general inquiries
  • Offering more information to the company by taking a survey or through public relations efforts

3)    Desire

“I definitely want what you have. I just need to learn more, get a little push, maybe see a special offer.”

Activities include:

  • Registering for a special offer
  • Reading more about the product (beyond general interest)
  • Pricing out the product or service, getting a quote
  • Email – segmented dialog

4)    Action

“I’m ready to purchase, order or sign-up.”

Activities include: the purchase!

Ultimately you want to move people to Action, but many will stay in the Interest/Desire area for some time. This is where automated campaigns and ongoing dialog are critical. If you can gather enough information about the prospect at the Interest stage, you can serve them relevant information that will more quickly move them to Action.

AIDATable

Sustaining relevance in the Interest/Desire stage will help you close the sale.

Ongoing dialog can also teach you a lot about what messages resonate with certain people. As you learn more, you can segment and alter your campaign to increase effectiveness.

To learn more about AIDA, visit MindTools.

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4 things to consider when issuing an RFP

By April Steffan, December 9, 2009
want

photo by jaygooby on Flickr

RFPs (Request for Proposals) are a funny thing. From the agency perspective, it’s very exciting to get one. With it comes an opportunity to work in a new industry, with new people and marketing challenges. However, responding to an RFP is a big undertaking that utilizes many agency resources. It’s an investment. So before jumping in, we need to make a choice – either commit whole-heartedly or don’t respond at all.

From the client perspective, here are four considerations to make when preparing your RFP:

  1. The Fit. Agencies start by determining if the RFP is a good fit for their business. Provide some background on your company. Direct us to where we can learn more about you. At Flint, we like to understand how you do business, so we can determine if it would be possible to have an open, honest and mutually respectful relationship with you.
  2. The Goal. Be clear about what you hope to accomplish with an agency relationship. It won’t help you to get a general capabilities overview from each agency that responds. We want to know your goals and objectives – so we can be sure to tell you about which capabilities are most appropriate for reaching those goals.
  3. The Proposal. If you don’t want lengthy proposals, be specific about the scope of work. However, if you are looking for a good read, let us describe all of our capabilities. Also, it’s fine to ask us to demonstrate an understanding of your business or industry. However, don’t ask agencies to include new recommendations, strategies or tactics in the proposal.
  4. The Pitch. Give us an agenda outlining what you expect our presentation to include. Would you simply like to see a person presenting the information in our proposal, enabling you to attach faces to names? Or are you looking for more? Be careful about asking agencies to make recommendations for new strategies or tactics. You’ll get some flashy creative or ideas with a WOW factor. However, these pretty pictures will likely be missing sound strategy.

An RFP is an investment for you as well. If it’s clear, complete and concise, the responses you get will have better information. You’ll be better equipped to weigh your options – and you’ll find a partner who can deliver exactly what you need.

Do you have any tips for preparing a good RFP? How about suggestions for responding to RFPs? I look forward to hearing your suggestions!

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Inspiration – What’s Yours?

By Kimberly* Wold Janke, November 9, 2009
Half a Child Campaign

Half a Child Campaign

What inspires you? Why do you do what you do? For me, seeing someone devoted to a cause and watching them passionately focus their efforts and skills towards that cause is inspiring. And, nothing thrills me more than when I can marry two of my passions – communications planning and children – to make a difference in someone’s life. Flint Communications worked closely with the Region V Children’s Services Coordinating Committee (CSCC) to develop an effective awareness campaign for children’s mental health. There is a stigma attached to mental health and most parents with children who have mental health issues don’t know who or where to turn for information and support. Our Half a Child campaign educated people that mental health is as important as physical health, and if you are only focusing on your child’s physical health, you’re missing half the picture.

This type of work is important to Flint, and especially important to me. I’m inspired by so many people in our community who give their entire careers to helping others. Working on this campaign was one way that I, along with my fellow Flintsters, could contribute to helping improve the lives of children. And be inspired.

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NDSU Bison: 2009 Will You Be There? Campaign

By Phil Hunt, August 27, 2009

During the fall, Bison football is the hottest ticket in town. Saturdays are full of excitement and anticipation. The Fargodome overflows with cheering fans while everyday life stops for a little while. Staying home to catch up on laundry, or mowing the lawn, could be the biggest mistake of the week.

The successful Will You Be There? campaign took a fresh approach for 2009. The visuals build tension slowly, before unleashing the explosive Bison footage that fans love. It doesn’t just ask the question, “Will You Be There?” It tells fans that you’d better be there.

The billboard had people talking around town, on the radio and online.

NDSU_Laundry

Photo courtesy of the North Dakota State Bison Facebook Group

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Maurices: Fashion + Fur = Fun!

By Jessica Stauber, August 27, 2009

rescuesRunwaysTalk about an incredible evening! We had the privilege of working with maurices to launch Rescues & Runways, a national campaign to help animal shelters and the homeless pets they serve. The campaign kicked off on August 26 with a fashion show at Miller Hill Mall in Duluth, featuring local models walking the runway in maurices’ fall fashions with dogs that were looking for a home.

Check out the video on Fox 21 News » 

Our partner, Media Productions of Fargo, helped design the stage, set up the runway and lights, and produced the event. Media cameras were there in droves, capturing this unique show that paired homeless pets with fashion. The crowd loved the idea, too, and packed the mall to catch a glimpse.

While I helped coordinate the media, I have to admit it was an easy sell. Not only was the idea behind the event unique and engaging, but also the models included at least one on-air talent from each TV station.

Was the event successful? Absolutely! Nearly 50 cats and dogs who were being cared for by Animal Allies found new homes by the end of the night. Similar shows will be held at all 733 maurices stores across the country throughout the month of September—we hope with similar results! While this evening is over, how can you get involved?

  • All this month, people can drop off donations of pet supplies at any maurices store and receive a thank you coupon for 20 percent off an item.
  • You can purchase a Friends for Life Charm for $5 at any maurices store from mid-September through October 31, and 100% of the net proceeds will benefit the ASPCA (American Society for Prevention of Cruelty to Animals) and its national shelter outreach program.
  • Volunteer at the shelter. From walking dogs to greeting and guiding adopters, there are lots of ways to get involved.

Learn more about Rescues & Runways and see great pictures and video from the show by visiting the website, programmed by another partner of ours, Flint Interactive.

Thanks, maurices, for this awesome campaign and all you’re doing to help homeless pets and animal shelters!

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