Campaign Marketing Objectives

After consultation with the Avalanche sales team, the Marketing Objectives set for this campaign are:

 

1.     Increase Brand Awareness

 

2.     Increase Leads Generated

3.     Increase Customer Conversion

 

‘If you develop your company's goals and objectives to meet these requirements, then your marketing plan will have a good chance for success’

(Woodruff)

 

To better flesh out these objectives the SMART acronym can be employed at this stage of the strategy. The acronym SMART stands for Specific, Measurable, Attainable, Relevant and Timely.

The table below breaks down the three Marketing objectives and what Avalanche hopes to achieve.

 

	Marketing Objectives
	Increase Brand Awareness	Increase New Lead Generation	Increase Customer Conversion
Specific	Use a brand awareness campaign to increase followers on Instagram	Use advertising and lead magnets on Facebook and other SM platforms to generate an increase of traffic to the Avalanche website, specifically the product purchase pages	Use effective advertising on digital platforms to increase the win percentage (sales made)
Measurable	By increasing brand awareness the company should expect an increase of 1000 followers on Instagram	The use of lead magnets through advertising should see an increase of 500 views to the website per week during the campaign	Increase website SF Chai sales by 10% for the month of April
Attainable	This increase of followers should be attainable based off similar social media campaigns	This form of advertising should be attainable based off similar campaigns run by competitors	This objective is attainable following past sales trends for new products when promoted
Relevant	This objective is relevant based off the proven ROI in similar campaigns	Relevant in that this objective fits in with the overall strategy to gain more website sales	Relevant in that this objective fits in with the overall strategy of increasing sales of this product
Timely	Campaign to run 1 month April 1 – 30, 2021	Campaign to run 1 month April 1 – 30, 2021	Campaign to run 1 month April 1 – 30, 2021