Marketing Campaign Game Plan – Your 8 Week Target Market Rollout

Effective marketing campaigns require multiple touches, and multiple media channels. They also require you to reach out directly to people in your target audience. Spray and pray marketing is wasteful, expensive, and usually delivers lackluster results. 

The good news is, you can create and implement a multichannel non-digital marketing campaign that meets your audience, gets their attention, and motivates a high response rate using the marketing campaign game plan spelled out below. 

Why non-digital?

Because digital marketing, while it can also be effective, has a much greater set of barriers to overcome. Simply getting attention and being noticed by your target audience requires heavy lifting, sustained long-term commitment, tons of data analysis, fine-tuning, A/B testing, numerous skill sets and all the employees they require, and all the rest. It’s a long game.

But with all the tools available for a non-digital marketing campaign game plan from Power Direct, you can deploy a complete, multi-step, targeted campaign in just eight weeks.

Here’s each step of the marketing campaign you can start working on, today:

Pre-campaign – target audience prep

To get ready for your  eight week campaign, you’ll need to do a little preliminary work. The goal at this stage is to specify your target market. 

At Power Direct, we aggregate and sort the world’s best data with proprietary methodology for the most effective campaign targeting possible. 

This goes far beyond mere demographic targeting. Our in-house, California-based data scientists manually combine datasets to pinpoint the exact block groups most likely to perform specific behaviors. Which neighborhoods spend the most on QSR? Which streets have households most likely to switch internet providers? 

We can combine survey data with address-level data like household income, number of kids, types of construction permits pulled, and more. This is in addition to more typical census data (age, ethnicity, etc.) and expenditure data — average spent on utilities, average spent on cellular plans, and more.

We can also work with your first party data to further refine targeting. 

Yes, we can use any trackable data you’ve collected about customers and leads from prior campaigns, and it can include digital data such as clicks, free trial signups, newsletter subscribers, and even prior customers with known purchase habits. 

Power Direct also has our own first party data, and when you work with us, you get to use our vast data resources in addition to your own. 

The goal of pre-campaign planning

The outcome of this stage is to pinpoint, down to exact streets, where your best prospects live. You don’t need to blanket whole neighborhoods, zip codes, or towns with marketing. With Power Direct’s data combined with your own, you can narrow it down far more than that and produce a lean, efficient, cost-effective targeted marketing campaign. 

Once you have your chosen audience ready, you can develop the marketing assets you’ll send out to them. 

Because you’ll be engaging them in the real world, not the digital one, you can create a campaign they cannot miss, skip, scroll past, delete, mark as spam, or block. They will see your marketing message. And they will see it multiple times over the next eight weeks. 

What marketing assets will you be sending? 

Here’s the game plan:

Touchpoints 1 & 2: Front door media

First, you will send out a targeted door hanger marketing campaign based on the demographic, psychographic, known spending habits, and the first party data of your prospects and current customers. 

Door hangers work exceptionally well at getting attention because, unlike digital marketing and even some direct mail, just about every person you deliver one to will see it. We aren’t used to getting things on our front doors. So when we do, it feels special. Different. Unique. You’ll get nearly 100% “impressions” with a door hanger marketing campaign. 

What does a campaign cost?

Get a custom-built sample campaign with real targeting data, ad creative, cost estimates, and distribution plans.

Use the Project Estimator

And you’ll get some responses and conversions right from this first step.

Touchpoint 3: First reinforcements

Next, for those who don’t respond to your opening front door media salvo, you want them to run into your campaign while going through their day. 

Use a two-pronged approach — mobile out of home advertising (OOH) and uniformed brand ambassadors in high traffic areas. Both of these should be targeted to the neighborhoods where you have a high number of targeted prospects.

Mobile OOH might be displays on top of taxicabs or on the sides of buses, for example. Brand ambassadors can engage people passing by and hand out flyers, brochures, and ways to respond digitally using tablets or other mobile devices. 

The idea here is, they saw your door hanger. Now, they’re seeing you again, but in a different context. So now they’re considering your offer a second time, and they’ll recall the pleasant feeling they got when finding your door hanger, and how different that felt compared to the normal means of advertising. 

Seeing your mobile OOH ads or a live brand ambassador is consistent, in their eyes, with your efforts to engage them more personally.

Touchpoints 4 & 5: Neighborhood signage

Because your efforts from Week 3 require people to be in the right place at the right time, some of your best prospects won’t see it. 

So, you can follow that up with things like billboards, including digital and traditional. You can also purchase ads on park benches, bus stops, street corner banners, and various other OOH fixtures. And again, you’re buying these in the areas where you have a high number of targeted prospects.

But you can take it even further for a more personalized approach. Neighborhood signage can go in the front yards of consenting prospects, existing customers, or new registrants. They can be on the corner of popular intersections or in the parking lots of community buildings.

Let them know you’re a part of the community. Make the offer remind them of what they saw during your front door marketing distribution campaign.

Touchpoint 6: Back to the front door

Now, with the reminders they’ve seen around the neighborhood echoing in their minds, you return to the front door. But this time, send personalized door hanger marketing, and only to your hottest prospects and even new customers who have already responded. You might be able to motivate a repeat purchase, or an enhancement of services. 

You’ll know who this narrower group of prospects might be based on:

• Data collected during the pre-campaign stage
• Response data from the first front door campaign in Weeks 1 and 2
• Existing customer data
• Response data from the brand ambassador in Week 3

The media here can be much more valuable because your targeting will be even more efficient. So show up with flowers, a free sample, flag, or something else that’ll really leave an impression. 

Touchpoints 7 & 8: In person and targeted

In the final two weeks, you will revisit these same prospects, but with real, human brand ambassadors meeting your targeted residents, this time one on one. They will give prospects one more chance to respond, and possibly sweeten the deal a bit more to help overcome whatever objections remain. 

And that’s it. 

That’s an eight week non-digital marketing campaign game plan. You’re engaging targeted customers using multiple approaches — some passive, some active. You’re revisiting the best prospects, and using a personalized approach that bypasses all the barriers and frustrations inherent in all other marketing channels. 

And Power Direct can help you implement every single one of these steps in your marketing campaign. 

Ask us today for a sample campaign and pricing information. 

We’ll also provide you a free targeting sample that you get to keep even if you don’t work with us, and we’ll work with you to develop your copy and creative, if you want our input. Partner with us to plan your next campaign faster and get better results (and impress your boss).