Three Steps to a Successful Response Driven Campaign
A successful response driven campaign must motivate your audience to take action now.
Let’s delve into the three must-have components of your strategy.
Understand the Target Audience
When developing your campaign, considering your target audience is the first step. Sending out a broad message in hopes of reaching many will ultimately reach no one. Use these three tactics to discover your audience’s view of your organization:
- Talk to your team. The front-line staff or volunteers of your organization have a direct connection to your customers and contributors. Have a conversation with those who work most closely with customers to learn what people say about the organization, products, services, and community involvement.
- Just ask. It’s amazing how honest your audience will be when they’re asked for their unedited perspective. Use a survey tool that allows customers to offer feedback anonymously.
- Read reviews. A negative customer experience is the reason 86 percent of consumers quit doing business with a company. Conversely, 42 percent of consumers will purchase again following a positive experience with your brand. What is the perception of your organization? Online reviews offer good insight.
Jeff Bezos, Amazon founder and CEO, says brand “is what people say about you when you’re not in the room.” So, what are people saying?
Run a Response Driven Campaign Test
Save your organization time and money by developing a test plan before you launch a complete response-driven campaign. In order to test with a purpose, you need data that reveals what creates an uplift or downturn in results. There are several ways to conduct these tests:
- AB Split test: Running campaigns that have a single differentiating factor to determine which your audience prefers. Split testing can help you determine color, verbiage, message length, and imagery.
- Segment test: Test your campaign in two ways: use the same content on two different audiences or implore reaction from the same audience using different content.
- Dynamic content tests: Evaluate conversion rates of different dynamic content. Dynamic content creates a personalized experience for your digital users, which results in a higher spend rate. Four in 10 consumers say they have purchased something more expensive than they originally planned because their experience was personalized.
When it comes to campaign testing, Van Mylar – Vice President of Client Strategy and Growth at Vision40 Media – says “Don’t think of testing as an expense, but as a learning investment. You don’t know what you don’t know. Minimized risk testing is the only way to learn into the future.”
Once you complete your test campaign, delve into the results to decide which elements connected with your audience and which areas need further modification.
In order to deem a campaign successful you must clearly define what success will look like. Before launching the plan, consider your end goal. Whether your organization is in fundraising season or launching a mission impact campaign, establishing a clear conversion rate goal for the campaign is essential. Your conversation goal may be:
- Collecting contact information for lead generation
- Receiving charitable donations
- Signing up for volunteer service
- Attending an upcoming event
A successful response-driven campaign is shaped through vision and planning. Understanding your target audience, testing your campaign, and defining your desired end result will lay the foundation for your success – and do it on your terms.
Often, organizations have a couple of these elements handled, yet miss one crucial component. Whether you rely on your in-house team or consult with trusted media partners, it’s important to feel confident that all three of these pillars are in place to deliver your organization’s mission to the right audience in a compelling way.