Running a campaign
There are various methods you can use to run your campaign:
All out:
- This method is common with established brands, all media types are released at the same time to the public to generate immediate awareness of the product / service.
- This method is costly, but ensures a higher level of engagement.
Slow release:
- This method of running a campaign builds the number of media products over time.
- Each release giving the campaign information, in a different way.
- Eventually the message has strong penetration of the market through consistency of message.
Tease & Reveal:
- Popular with automotive brands and film studios, the tease and reveal limits the initial release of information.
- Often months before the product is released, a vague media element appears that is designed to create audience engagement.
- This is then 'left' for a while, before the final product is revealed, often slowly and with breadcrumbs of information.
For my campaign for Juno Books, I think I'm going to go through with the 'All Out' campaign methods, meaning I'll release all of the media types at the same time to generate immediate awareness of the shop. This is due to the fact that for the 'Slow Release' and 'Tease & Reveal' they wouldn't work that well as my client is a service, not an upcoming product, therefore meaning there's nothing to really build up anticipation or excitement for. Also, generating lots of immediate awareness for Juno Books would be more beneficial as an audience would want all available information regarding a shop all at once, not in the span of a few months as then they may forget, and it just doesn't fit the overall service as it doesn't rely on anticipation. Immediate awareness would ensure that people would actually visit the shop as it's new and fresh on their minds, if they have a good experience then they may come back and tell people about their good experiences - increasing social interaction and thus hype and attention.
My all-out release campaign
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