40 – 40 – 20 Weightage Rule of Great Marketing Campaigns
40% = Target Audience
40% = Your Offer
20% = Creative, Content & Format
Let’s talk about The Target Audience
I want to share a simple strategy that works. Invest enough time and efforts to bring absolute clarity in choosing your target audience based on the following filters:
- whom you want as your customers (revenue, people, mindset, maturity, etc..)
- who can derive maximum value from the solutions we offer
- who resembles your existing customers (the look-alikes)
We divide this into 2 broad lists:
- Outer-circle of Marketing Universe.
The Inner circle qualifies on all 3 criteria & the outer circle qualifies on min. 2 criteria.
To the Next Important Element: The Offer
No, not the products, the offer is the “What’s in it for me?” part of the marketing equation.
Powerful enough to compel immediate attention, of-course a great price discount offer may not work for the audience who don’t even know the value of your product or company.
Till here, You are done with 80% of the work, Great.
Next step is to package your offer with great content & creative and deploy it on a preferred target audience channel
Just before you launch your campaign, try A/B testing