What Makes A Marketing Campaign Successful?
by: Queen SueSue
You want your business to grow and expand to huger horizons. You want to show the world that you have a purpose. Creating a successful marketing campaign though, requires a lot of trial and error. Your target persona has to be clear, and your marketing objectives has to be well planned out. In this current state of affairs, everybody wants their story to be told. Rideshare companies like Uber and Lyft rose to the top of the transportation industry by being creative with their marketing campaigns. Let’s break down in detail the elements of Lyft’s advertising so that we can use it in our own business methods.
Utilize Branded Entertainment
It’s not a secret that millennials and Gen Z use Lyft very much to get from A to B. So, what better way to entice the youth than to use comedic entertainment? A web series on YouTube called Undercover Lyft videotaped celebrities going undercover, and dressing up as a regular person working for Lyft. This garnered millions of views and drew much popular attention to the Lyft app.
Lesson for us? Although we may not have the budget to get a celebrity to promote our service, we can create an entertaining vlog series that promotes our product and service while being educative and entertaining.
Have A Strong Mission-Based Value
Your purpose behind your business can’t just be to make a profit. Positioning yourself as just another service can lead to a lackluster experience. Lyft created a lane for others to view their rides not just as a service, but as the best transportation experience. They encourage peer-to-peer rideshare, to show that they care about the environment.
So, when crafting out your purpose for your business, remember that your intention should always be to put the greater good of others first. People want to see that you care about humanity.
Operate Hyper-Regionalized Campaigns
Lyft went from 54% service coverage in the U.S to 95% service coverage in 2017. That’s a huge leap. And it was done by scaling their regionalized campaigns. Through Facebook Dynamic Ads, you can geo-locate your targeted audience and inflate your reach. Lyft launched millions of ads at one time, which helped them to productively reach drivers and passengers nationwide.
Take advantage of Facebook Dynamic Ads. Have a modest budget so you can test and tweak which locations surrounding you respond more favorably to your service. Once you see what works and what doesn’t, you can grow from there.
Have you tried to incorporate any of these marketing methods into your marketing campaign? What has been your results? Feel free to comment below!