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10 October 2022 Video Marketing Strategy

3 essential components of an awesome campaign plan

Start thinking about how you want your audiences to respond to your campaigns with the 'Think Feel Do' framework.

There are so many ways to communicate your message. Finding the right way isn't easy, but the more you know about what makes your audience tick, but easier it is to move them to take action. After all, the best way to communicate a message is to reach deep into our souls and not only get us thinking about your message, but also how it makes us feel. 

Think Feel Do is an outcome-based engagement framework focused on the three outcomes of effective communication: what we want the audience to think, what we want them to feel, and what we want them to do, and using these answers to help inform our campaign strategy.

Of course, this comes with the prerequisite of knowing who you're targeting with your campaigns. And going beyond the usual demographics is crucial to make this framework work for you.

If you're not sure you have the best target persona profile in place, that will be your first port of call. And if you need help, we've got some great audience insights and strategy services to help you really nail this down

What is the 'Think Feel Do' framework?

The 'Think Feel Do' framework encourages us to think about how we want our audiences to respond to our campaigns. It's a way for you to put yourself in their shoes and devise the most ideal outcome for your campaign.

1. What do you want your audience to think?

What thoughts do you want to instil about your brand and its expertise? What message would you like them to think about?

Here, you need to appeal to your audience's rational reasoning, because we don't just make decisions based on our feelings alone.

But be sure to make it simple. You,re going to overwhelm people if your message is too hard to understand or if there,s too much of it. 

2. What do you want your audience to feel?

Here's where it's all about their feelings. What emotional response do you expect from your audience with your campaign, and how do you want them to feel about your brand? 

Once you truly understand your target personas, you should be able to look for ways to connect to their core identities and beliefs. Seek to make emotional connections and tell stories that capture the experiences of the people you're targeting.

3. What do you want your audience to do?

This is probably the most simple, but crucial step to building out your campaign plan. Ultimately, what action do you want your audience to take after seeing your campaign? And how do you hope to influence their behaviour?

Once you know the answer to each of these questions, you can work backwards to form the best campaign strategy that not only relates to your goals, but also has the potential to make a true impact on your audience and drive real change. 

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Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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