Content Marking campaign idea - Sukhjit Singh

Marketing campaigns are really important for business growth and brand popularity. Campaigning strategies should be planned in a way to output a well-targeted message that reaches the target audience and encourages them to perform an action. It’s even more important for companies to perform a SWOT analysis to know their own company better. This way a brand can focus on improving on company’s weaknesses and can promote their brand on terms of its strengths.

In this blog, I will present my idea of marketing campaign I created for FOSSIL. I chose Fossil because of its good quality watches on affordable prices. I believe the target audience for Fossil is more as there are lots of customers out there, who want quality products but can’t afford other big brand names like Rolex, Rado etc. Fossil is already popular amongst people but can increase improve their business by introducing some striking campaigns that make people think at least once.

One of the similar campaigning idea is to introduce offers with every new product release. We all know how most brands start endorsing and promoting their products on social media before releasing the product. If these pre-release promotions could be combined with offers, they could do wonders. Some of the key strategies that would be part of this idea listed below:

·  Introducing offers (small side gifts, free prizes) for people who are the first ones to order the product (watch) in this case.

·         Offering free product to carefully chosen top fans of the brand as a token of their loyalty towards the brand.

·         Introducing watch recycling by offering to recycle an old FOSSIL watch and in return give customer some discount on new watch.

·         Offering discount cards for new products to top fan promoters of the brand.

Now, it’s really important for a campaign to focus on target audience who can be the product’s possible consumers. Audience for this type of plan could be anyone who loves watches, Fossil customers, Fossil fans, promoters etc.

Reviewing the budget before introducing these offers is equally essential. The offers can however be extended or contracted based on company’s budget. Crucially, Company’s profit should be higher that what’s spent on the campaign and campaign should be realistic and worth it.

My expected results and goals from this campaign include increased number of followers on social media, more number of customers interested in the product, increased sales during the time of campaign plan execution.

My idea is to introduce this campaign in holiday season – Christmas time mainly, because this is the time when people are out shopping for themselves and buying gifts for their friends and relatives. Company can expect increased sales with this idea at this time of the year.

Now that we have the campaign idea ready, and it’s the time to execute it, we need to inform people of the event. Advertising all offers and promotions on social media, TV, magazines, newspaper and pamphlets is the best way to reach out to the target audience.

Sales, promotions and free gifts always attract customers. Craze of purchasing newly released product on discounted price, or original price with free gifts will charm customers into buying the product. Even if the customer doesn’t buy the product, brand name definitely grows and comes into light with these advertisements.