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Campaign tactics - Coggle Diagram
Campaign tactics
Paid Media
Paid media operates by reminding audiences of the brand and much larger exposure (Lovett and Staelin, 2016)
Paid media is "paid placement that promote a product, website, piece of content or anything else that an advertiser wants to pay to draw attention to" (Burcher, 2012. p.7)
Examples
Collaboration
Why it may work for NIX
A shared financial commitment of a collaboration is beneficial to a new start business as it removes part of the financial burden (Uggla and Åsberg, 2010)
Having access to an established brands customer base provides a wider group to reach and convert to becoming NIX customers.
Influencer marketing
Why it may work for NIX
Clear audience groups (Wu, 2022). As NIX wishes to stay relatively discrete, using influencers who address the same customer as NIX would present the brand with access to these individuals but wouldn't present the brand to people who may attack the brand
Influencers can be seen as more relatable than larger celebrities and encourage sales as their life can be seen as attainable by adopting the products they endorse (Wu, 2022)
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Press releases
Why it may work for NIX
NIX can select the publication to target the correct audience and can control the message which is being published to customers.
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Product placement
Why it may work for NIX
Research suggests product recall is strengthened when using product placement (Gangadharbatla and Daugherty, 2013)
It can be used as a less invasive, and therefore irritating, form of advertisement than TV ads (Gangadharbatla and Daugherty, 2013)
Earned Media
Earned media can be described as being more impactful, and tends to work by increasing enjoyment (Lovett and Staelin, 2016)
Earned media is "brand-related customer actions and conversations" (Burcher, 2012. p.7)
Examples
Word of mouth
Why it may work for NIX
As a free tactic, this is ideal for new brands and once positive reviews have been spread, they set a tone for the brand (East et al, 2007)
NIX relies on a community between its customers, which can be fostered through positive reviews and word of mouth spreading throughout the target audience.
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Shared Media
Could be considered a sub-set of owned media as content shared is usually owned by the brand, however can diverge in forms such as UGC (Brandpoint, 2023)
Shared media is anything shared to a brands consumers in the form of content, primarily on social media
Examples
UGC
Why it may work for NIX
Similar to influencer marketing, customers feel an influencer is more relatable yet still aim to replicate their lifestyle through their purchases, which can be prompted by sharing UGC.
Customers trust others to show they are using the brand rather than taking the brands word for it in the early stages of brand launch (Burgess et al, 2009)
Social media posts
Why it may work for NIX
By posting social media content to NIX's audience it allows the brand to stay relevant and interactive with their customer base
A modern consumer enjoys a handoff, easy information search process and placing products on their feed improves likeliness for them to purchase from a brand (Mason et al, 2021)
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Owned media
Owned media operates by reminding audiences of the brand (Lovett and Staelin, 2016)
Owned media is "any asset owned by the brand" (Burcher, 2012. p.7)
Examples
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Podcasts
Why it may work for NIX
Can increase brand awareness by spreading messages about the values and morals of the brand in a lighthearted and conversational tone to access customers (Välimäki, 2018)
Could bring on guests which allows you to access their audiences and produces content which can be turned into shared media on socials etc.