Ad campaigns typically involve a single ad or a series of ads that run over several weeks or several months. Direct mail and email marketing campaigns are usually a single mailing or a series of mailings scheduled over a fixed time period.
My problem is this: they are all scheduled to come to an end.
At some point, the advertising or marketing campaign is finished and then there is usually a wait-period of several weeks or several months (or even another year) before another campaign begins.
And to make things worse, the second campaign almost never looks anything like the first campaign.
Both the agency and the client always seem to be looking for something new, something fresh. Unfortunately, their audience – their customers and prospects – are more interested in continuity and consistency.
Think system, not campaign
In my view, advertising, direct mail and email need to be structured – and budgeted – not as individual campaigns but as a year-long activity. It should be more of a system instead of a campaign – an ongoing system that runs all year long.
All ads, direct mail and email need to be seen as part of an integrated marketing and sales system that continually generates new leads and supports the sales effort.
Any interruption in this system is likely to interrupt sales.
Look at it this way: you expect your sales people to work throughout the year. Why don’t you expect the same from your advertising, direct mail and email?
Written by Bob McCarthy
This article may be reprinted without permission as long as the article includes the following credit: Bob McCarthy is a freelance copywriter and consultant specializing in direct marketing and lead generation. His website is www.mccarthyandking.com. He can be reached at 508-473-8643 or by email at email@example.com
- A High-Wire Act for Today’s Marketers - January 28, 2021
- Is it content – or just copy? - May 26, 2020
- How you can – and why you should – use your website to teach - May 12, 2020
- How to Generate Qualified Leads with Lead Surveys - March 1, 2020
- Gaps in your Email Schedule – and how to avoid them - September 4, 2019
- The Dizzying World of Letter Mail - July 22, 2019
- Do you have an Information Kit? - June 25, 2019
- Direct Mail and Those Pesky Millennials - November 8, 2017
- Landing Pages: Do you need a squeeze page or sales page – or both? - May 31, 2017
- Do you have the patience for content and inbound marketing? - May 6, 2017