Creating an Effective Marketing Campaign
Shari Steinbach, MS RDN, RDBA Contributing Editor
Retail Dietitians are pulled in many directions and need an effective plan to build successful marketing campaigns. Monica Amburn, MS, RD, LDN, Senior Director of Health & Wellness at Vestcom, shares these steps for streamlining the process to ensure your strategy hits the mark:
1. Confirm internal alignment
Review your retailer’s marketing and merchandising calendar and identify priorities. This can serve as a jumping off point for campaign pitches that align and complement where appropriate.
2. Identify your unique message
National Nutrition Month (NNM) is a great month to highlight at stores but what are the compelling reasons your shoppers should care? What is your call to action? Make your take on NNM, or any other theme, relevant to your retailer’s priorities, and your shoppers needs.
3. Identify Your media options
How are you going to communicate your message in-store and out? Traditional public relations, advertising, social media and signage need to be addressed and planned for to create an effective campaign. Monica works with retailers to provide integrated shopper marketing tags that bring relevant messages to the point of decision to make sure there is communication and connectivity in the aisles.
4. Plan timeline and execution
Any plan needs a timeline with the steps required to execute. Here are some key considerations:
- Budget – include funds for 2 types of media
- Creative materials/graphic design – ensure accurate branding and consistency
- Time frame of active campaign – set time so program does not get old and you can track ROI
- Media and public relations plan
- Production of materials
- Store communications
- Delivery of materials to store
- Implementation phase including checks on retail compliance
5. ROI – Define what success looks like up front
Consider what measurements you’ll need to report back on and set goals up front.
- Lift of specific products - tagged in store and/or ad features
- Comparison of category performance – whole grains – test stores vs. control stores (non-participating)
- Measure and share with stakeholders
6. Evaluate program
Discuss key elements of success and areas where changes need to be made. Learn from each program you execute and continue to grow your campaigns to build business success for your retailer while meeting the needs of shoppers.