Designing an Effective Marketing Campaign for Davison Canners Ltd

This presentation discusses the importance of marketing campaigns in promoting goods and services and outlines the steps involved in creating an effective campaign. It focuses on Davison Canners Ltd, a vegetable and fruit preserving company, and emphasizes the importance of having an objective and budget for the campaign. The presentation also discusses the target audience, message creation, media strategy, and analyzing the results of the campaign.

Marketing Campaign

Table Of Content
 Introduction
 Design a marketing campaign
 Promotions
 Advertising
 Public relations
 Personal selling
 Direct Sales
 Conclusion
 References

Introduction
 Marketing campaign refers to the parameter that promote
products through different kinds of media such as radio,
television, print and online platforms.
 It help in terms of increasing the brand awareness and also
enables to reach new customers.
 In the current presentation the company chosen is Davison
Canners Ltd which is the part of the vegetable as well as fruit
preserving and is also in the speciality food manufacturing
industry.
 This business have harvested as well as grew its first crop of
the Irish Bramley apples.

Design a marketing campaign
Marketing Campaign: It refers to the set of strategic activities which
promote the business goals and objectives as well.
 This campaign can be used in terms of promoting the product, service
or the brand in the whole manner.
 These campaigns make use of different channels, mediums and
platforms in order to maximise the impact.

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There are certain steps which needs to be followed in order to develop
marketing campaign into effective terms which are defined into the
following manner:
 Determine the objective and budget: each of the marketing campaign is
required to be started with the objective as well as the budget.
 The main objective is to get the qualified leads and it can be in terms of
converting the leads into first time customers and it can be past customers
to purchase on the repeated basis.
 It has been observed that whatever be the objective then the individual
needs a budget which they are willing to spend in order to fulfil their
goals.

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Identify the target audience: When the objective and budget for marketing
campaign has been decided then it is important that to identify the target audience
into appropriate terms.
• This target audience are those people or companies which has been addressed
within the campaign.
• It has been observed that the more specific in determining the target the higher
will be the potential return on investment.
• Identifying the target market basically involves the psycho graphic and
demographic characteristics of the buying decision makers.

Promotions
Create your message: creation of the message is the most interesting
portion of a campaign wherein it requires to include the message
regarding the products or services to the consumers.
 The more the individual are aware about it then greater will be the
response rate in the near future.
 There are 2 factors regarding the consumers which needs to be taken
into consideration while creating the message is about the problems
that they need to fix or about the unfulfilled requirements.

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• It is important to emphasize that in which manner products and services can
benefit the audience.
• It includes showing that how the company's products and services solves their
problem and benefits them afterwards.
• It is important that the words and images should need to reflect about how their
lives can improve after they purchase the products and services.

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Develop your media strategy: When the target audience and message which
will be communicated it is important that how to deliver that message.
 It has been observed that picking the media is one of the challenging part of
planning the campaign .
 So there are various channels in order to opt from and it is necessary to
discriminate between fads and trends as well.

Public Relations
• According to today's period of time, online media is the best option for the audiences. As it is
not a very big firm then they can go for direct marketing particularly the email marketing
which act as low cost investment with high returns when it is compared with promotion and
advertising methods.
• In context to Davison Canner, they can also take support system of social media platforms
where they can promote the campaign into effective terms with the right kind of actions.
• That's why social media platforms plays a very significant role in terms of promoting the
campaign into result oriented terms.

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In context to Davison Canner, they have to implement the marketing campaign into positive manner
with the right kind of support system according to right team members. So its important that to
implement the marketing campaign into result oriented terms.
Measure and analyse the results: In this last step marketing campaign basically involves the
analysis of the results.
• The results show that which are the targets that needs to be responded into particular manner.
• It is also about the what channels provided the best opportunity in order to reach towards the
target.
• When the individual learn into better terms then it is better to make the changes in the campaign
which is either midstream or when it is required to initiate the next campaign.

Conclusion
This presentation concludes that marketing campaign plays a very significant role
in promotion of the goods and services into proper manner. Moreover, it can
summarised that there are different steps which needs to be followed in order to
create a proper marketing campaign. It has been determined that for a marketing
campaign it is important to have an objective and budget as well.

References
 Akingbade, O. E., 2020. Digital media marketing and the consumption of
sugar-sweetened beverages in Africa: A reception analysis of the multi-channel
marketing of Coca-Cola among young Africans from the University of Lagos,
Nigeria and Rhodes University, South Africa.'
 Naraine and et.al., 2021. # WeTheNorth: Examining an online brand
community through a professional sport organization’s hashtag marketing
campaign. Communication & Sport, 9(4), pp.625-645.
 Piñeiro-Chousa and et.al., 2021. The influence of financial features and
country characteristics on B2B ICOs’ website traffic. International Journal of
Information Management, 59, p.102332.
 Roggeveen, A. L. and Sethuraman, R., 2021. Showcasing the Diversity of the
Journal of Retailing Publications and Celebrating the Davidson Award
Winners. Journal of Retailing, 97(2), p.151.

Thank You