7 level marketing campaign - Entrypoint Marketing
For many years, the entire marketing world has continued to evolve. Here are the three main reasons:
- There are many new marketing channels such as social websites and mobile phones.
- Almost everyone and everywhere are running marketing activities.
- Based on point 2, the average consumer is faced with an unprecedented number of marketing campaigns and activities that force the consumer to change his/her perception of marketing also.
Since traditional marketing is everywhere all the time, in order for your marketing campaign to be a success, it has to be visible. In order for your campaign to be visible in today’s world, you either have to pay big money for it to be everywhere or invest substantially less money into a creative idea.
Based on our experience, we always try to lead the client to a seven-level marketing campaign based on our rule that the more creative a marketing campaign, the less money it costs.
Take a look at the following seven levels and compare them with your marketing campaigns. The lower the level, the less money it takes to effectively reach your target consumer.
Level I.
The first level is the simplest one. If fact, it is so basic that we are surprised how often this type of campaign is ran. It is ONE message on ONE channel.
Example:
Message appearing in a magazine only: Celebrity photo + headline: The essence of this perfume is beautiful!
Level II.
The second level is the most common today; one visual component and a headline across multiple channels.
Example:
The magazine example from above: Celebrity photo + headline: The essence of this perfume is beautiful!
Plus a TV spot: The celebrity is using the perfume with a headline in the end: The essence of this perfume is beautiful!
Level III.
This level already requires a certain degree of creativity although easily attainable. That’s why this level is sometimes observed.
It is: variations on common theme across various channels.
Example:
In print: Do you want to feel attractive? Use this perfume.
On TV: Showing the celebrity having a hard day at work, yet the perfume releases essence of mounting flowers with a headline: Fresh essence under all circumstances.
Level IV.
Fourth level is seen rarely. It is an evolving messaging across various channels.
Example:
A simple story of our celebrity. The story has three parts: morning, afternoon and evening. The perfume is helping the celebrity throughout the day. The stories are released sequentially. First 14 days the morning story, then afternoon story for two weeks and evening story for the last two weeks.
Level V.
Level five is almost never seen. Basically it is Level IV with active participation by the consumers.
Example:
Level IV. with consumers sending in their stories how the perfume is helping them. Principle of the “Ice Bucket Challenge.”
Level VI.
I don’t recall seeing level six at this moment. It’s step beyond from the previous level. On this level selected consumers become the source of content for the next episodes of the marketing campaign.
Example:
Stories of selected consumers are recorded and published on marketing channels.
Level VII.
I don’t think I’ve ever seen the seventh level, but with Entrypoint, we have brushed up against it a few times.
It is a self-evolving, self-generating content campaign that runs itself with the direction being lightly guided and adjusted by the creator of the campaign. The campaign is published across multiple channels, basically without the help of the marketer.
Do you want an example of the seventh level? Feel free to contact us at info@entrypoint.cz and we will gladly send you our reference work.
Jiri George DVORAK
founder of Entrypoint company
