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Formulating Your Campaign: Aim

Step 1 of the We Do Your Marketing Way

Before you can build an effective campaign, you must first define exactly what you’re trying to achieve. Your aim shapes every decision that follows — from who you target, to the channel you choose, to the emotion you want to trigger inside the user.

This page guides you through setting a clear, specific, and measurable campaign aim.

Use Our Campaign Planner Tool

1.1) Select Your Campaign Aim

Every campaign should start with a purpose. Below are three of the most common aims and what they mean in practice.

Presence / Awareness / Interest

If your aim is to increase presence, you’re looking to:

  • Enhance brand visibility
  • Spark curiosity in the audience
  • Establish a stronger position in the market

This type of campaign focuses on visibility and memorability.

Nurturing Clients

If you intend to nurture clients, the objective is to strengthen relationships with existing or current customers by:

  • Keeping them engaged

  • Reinforcing satisfaction

  • Encouraging loyalty over time

This aim is ideal for long-term retention.

New Leads

For campaigns focused on lead generation, the aim is to prompt action, often leading to:

  • Enquiries

  • Subscriptions

  • Membership sign-ups

  • Sales conversations

This type of campaign is direct and action-oriented.

1.2) Set a Goal (SMT)

SMT goals — Specific, Measurable, and Time-bound — provide a clear framework for defining what your campaign will achieve. They help remove ambiguity and ensure that your goal is both realistic and trackable.

Specific

A specific goal is clearly defined:

  • What you want to achieve

  • Who it is aimed at

  • How do you intend to get there

You should reference both a product and an archetype to avoid broad, unfocused ambitions.

For Example...

Increase enquiries for our Cyber Security Audit from small business owners (CS/SC profiles).

Measurable

Your goal must have a measurable component to ensure progress can be monitored.

Measurable goals allow you to:

  • Track improvements

  • Understand the distance to the goal

  • Stay motivated

  • Make data-driven adjustments

For Example...

Increase enquiries for our Cyber Security Audit from small business owners (CS/SC profiles).

Time-bound

Every campaign must have a timeframe.

Time-bound goals help:

  • Prioritise work

  • Encourage consistent activity

  • Prevent delays

  • Keep campaigns realistic

For Example...

Increase enquiries for our Cyber Security Audit from small business owners (CS/SC profiles).

1.3) Evaluate Whether Your Product or Service Supports the Goal

It’s important to choose a product, service, or offer that can realistically achieve the aim you’ve set. Below are the key considerations your marketing team should assess.

Market Demand & Trends

Analyse current demand for the product or service.


Consider:

  • Whether the market is saturated

  • Whether interest is rising or falling

  • Whether your offer fills a gap

Unique Selling Point (USP)

Your product or service must have a clear Unique Selling Proposition.


Ask:

  • What makes it stand out?

  • What benefit can we emphasise?

  • Why should the audience choose it over alternatives?

Product Life Cycle Stage

Where is the product in its lifecycle — introduction, growth, maturity, or decline?

  • New products often require more awareness

  • Mature products may be ideal for conversions

  • Declining products may need repositioning

Profitability

Promote something that delivers a measurable return on spend.


Your chosen product should have viable margins to justify a campaign.

Brand Alignment

The campaign must align with your brand’s values and identity.


If a product contradicts your brand position, it can weaken trust and damage equity.

Scalability

Ensure that logistics and supply can handle the demand that results from a successful campaign.
Consider stock levels, fulfilment, delivery times, and operational capacity.

1.4) Make a Choice

Once you’ve defined your campaign aim, set a clear SMT goal, and evaluated your product/service viability, you can confidently decide which offer you will promote.

 

This completes Step 1 of the Psychological Marketing Formula.

Next Step: Identify Your Target Archetype →

Move to Step 2 and define who you’re trying to influence.

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