THE VALUE OF A ‘CAMPAIGN’

Breakthrough Growth Expert, author, founder and CEO of The Complete Approach with another of my one take vlogs, all the mistakes stay in. 

As I record this, we are in February and Valentine’s Day is a big cash cow for a number of different types of businesses. 

In ‘normal’ times, restaurants and hotels are the obvious ones that spring to mind. 

They really work hard to get their businesses full of customers on this special day. There’s a big lead-up to it. What they’re doing is grabbing onto the ‘coat tails’ of Valentine’s Day, because they know it’s a good opportunity to make big money, even though it’s just one day. 

But they really plan the whole ‘campaign’, which starts a couple of weeks in advance (usually starting after New Year). And this type of planning and execution of the campaign almost always results in success. 

There are two reasons why I mention this… 

First, EVERY business should be capitalising on special days throughout the year like Valentine’s Day. 

I don’t care what you sell, the theme of ‘love’ is very easy to adopt for any business. 

Saying things as simple as: “Because we love serving you, and as a big thank you, during the month of February—the month of ‘love’—all our valued customers get £X off our ABC product or service.” 

Anyway, you get the drift. 

It is a massive mistake not to use days like Valentine’s Day as a valid reason for a promotion. 

Second, the hotels and restaurants that ‘go to town’ on days like this, plan and execute an entire campaign to ensure they capitalise fully on something that is front-of-mind for many people. They don’t just send one e-mail. They have a series of promotions running up to the 14th of February. 

There’s a big ‘secret’ here that’s lost on most business owners… when you plan and execute a proper campaign, your results will be multiplied. 

The problem is that most people think it’s just too much effort! They think sending one marketing piece will suffice. 

But I’ve rarely seen one piece work well. 

A fully-planned campaign using different media (email, mail, SMS, remarketing, etc.) with multiple sends never fails—as long as your message and offer are congruent with the audience and represent good value.