Marketing Campaign Step 3 & 4 - Communication & Measurement

After setting the objective for the campaign , the logical next step was Communication with the Target audience to derive the results from it.

Many options were considered for the middle east market. The most desirable delivery mode was using Construction week Newspaper of ITP publication and next in line was Middle East Plant and Equipment Guide (MEPE). Both the publication catered to the target audience. Construction Week was a weekly newspaper and Middle east plant and equipment guide was a monthly magazine. Circulation and reach of the both of them was satisfactory.

Many delivery methods were discussed,advertisement campaign spanning over 6 months to 1 year were discussed, various page options were discussed. To measure the results a different fax number and email were to be published so that the leads generating from the fax and email can be identified with the advert. This was particularly thought of in consideration of the construction week. As the construction week was a weekly newspaper, the shelf life was less hence the number of advertisement and over all time period had to be considered along with the budget.
The desirable number of advertisement and the time period of the campaign with construction week was finalized and Quote requested

With MEPE, we stuck an idea of doing an insert campaign instead of an advertisement. An AH sheet folded to A5 was to be included in the magazine as the size of magazine was a little bigger than A5. Additionally there was a more liberty of space and design in this option. A form was to be included on one side which could be faxed back to the company indicating their area of interest in the product. The overall cost of doing this camping for whole 1 year was found to be 30% of the total cost of advertisement with construction week that would run for 3 months.

MEPE was finalized & insert campaign was selected. Design was prepared with A4 sheet folded to A5 giving us 4 sides to play with. The last side ( the back page) a feedback form was put in asking for contact details and area of interest ( ie request for engine part print catalog, request to meet with sales person , quotation for engine part) To spruce up the response rate, a CD containing catalog of both engine parts & filter were to be sent whoever sends the response back to us.

Additionally there were quite few no. of advertisement in the magazine and write up about the company as well were supposed to b 6 inserts, 6 advertisements following alternately. One insert campaign one month followed by one advertisement the next month.

Response: Over all response 43% enquiries for dealership from all across the middle east, 82 enquiries for CD's and catalogues & 23 enquiries for quote.

1. A good prospect database accumulation of both customers & channel members

2. Return on investment on the campaign

3. Overall Brand awareness of the product as well as the company


That it for one of the example of the campaign