What should you do when a customer doesn’t see the difference between your product and a competitor’s? Why do customers make one or two orders and never come back? Or what should you do when your company is negatively publicized and, of course, it hinders sales?
There is only one answer:
An information campaign is a tool for delivering information to a client through the communication channels they prefer. For example, your client scrolls through his Facebook feed in the morning, then reads news on the Mind or Liga website, and scrolls through Instagram in the evening. So, he should meet your message on each platform, and this message should convince him to start interacting with you.
The goals of an information campaign are to create demand for a product/service; build loyalty; change attitudes; change behavior; stimulate discussion, etc.
Stages of an information campaign:
- Analyze the current situation;
- Formulate the purpose and ultimate goal of the information campaign;
- Clearly define your target audience;
- Develop an overall campaign strategy (choose communication channels, timelines, determine the sequence of launching messages in different communication channels, etc;)
- Develop 2-3 messages for testing on different subgroups of the target audience;
- Develop campaign materials (texts, visuals, video and audio);
- Then launch the information campaign, monitor and adjust its progress;
- Evaluate the results of the information campaign, highlight successful/unsuccessful actions and take them into account in the future.
The list of the main communication channels that can be used in an information campaign changes over time – in particular, over the past year, Telegram channels have become particularly popular among the audience. The team of WARTO Communications Agency will help you choose the best strategy for implementing your information campaign.
