TeamBlog

So, what is a marketing campaign in a CRM world?

A campaign is used in many realms of our personal and business lives. Think of it, political campaigns we are deluged with constantly; product announcement campaigns every few minutes within our favorite television and radio programs, even as we workout at the gym; weight loss campaigns to keep us in shape; and on and on. In this next few paragraphs lets deal with marketing campaigns intended to introduce a product or service of your company.

At the outset, we need to define what the GOAL of the campaign is! Many people begin their campaign designing cool artwork, logos, brochures, newsletters, fliers, coupons, etc. Unfortunately, in the majority of the non-professionally driven campaigns, the GOAL is left until the end or is assumed at some level.

Let’s begin a definition of what we expect from a marketing campaign and   management tool.

The goal in every case is to generate an opportunity to create a meaningful relationship between the product/service provider and the prospective customer.  This statement encapsulates the very essence of why any communication is performed.  Need a larger goal? More reasons? We’d think not as every transaction begins with a relationship to the company, the service or the product – the depth of relationship is the only variable.

The campaign management toolkit should assist us in creation, setup, execution and follow-through.  In the RedHorse CRM toolbox the tools are there, now it’s up to us to use them appropriately and fully.

Let’s outline our approach and needs:

A – We need to be able to pick our recipients from our CRM and determine who will receive our message;

B – The toolkit should provide us with the ability to generate the messages in multiple forms, eg. e-mails, merged letters, printed fliers, online conversations, etc;

C – Once the messages and media are created, the system should assist us in distribution of the e-mail, the hard copy letters, and potentially even the social media message;

D – It should be obvious to most businesses that tracking the costs and ROI should be a significant toolkit piece!  But, apparently not in many systems.  In RedHorse CRM – “It’s Included….”

E – Measurement of the cycle of distribution, receipts, responses and follow-up is key to a successful campaign in fact possibly more important than the message preparation.  We need to know number distributed, number received by the target parties, quantity of responses, and actions taken.

F – Last but certainly not least, it is CRITICAL that we use the prospects actions as an opportunity to respect their needs, service their wants, and assist them in a way that further develops the relationship.  Yes, Relationship is the Middle name of CRM.

With the RedHorse CRM system, all of the above is possible and “It’s Included…”

If  marketing campaigns and management is a concern of your business, feel free to contact us for a brief discussion of the tools and how we might assist you.

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