Surviving in the complex world of Web3 involves many things, including consistent campaigns. While businesses might run one-off Web3 campaigns for specific products and services, they might also feel the need to stay within the public’s consciousness consistently.
But how often should this be? There is a material and non-material cost to running a campaign, and businesses, especially those on a budget, have to pace their spending on this endeavour. In this article, we’ll consider the various approaches you can take towards Web3 campaigns and which might be best for you.
Types of Web3 Campaigns
Broadly speaking, there are several ways you can go about running Web3 campaigns:
One-Off and Special Occasion Campaigns
These are one-time campaigns usually done to promote a one-off or limited edition product or service. If you have a line of crypto miners in limited stock, you might run a single campaign for them and never again. You might also run a campaign to promote a single event. The defining factor is that the product, service, or event in question does not receive any other marketing campaign.
Periodic Campaigns
This refers to Web3 campaigns that are run periodically to continuously promote a product or service. Say your business launches a token and runs a series of ads to promote the ongoing presale. You might also run an ad weeks or months after to reignite interest in it. The point of periodic campaigns is to keep
Special Occasion Campaigns
During special occasions like Black Friday, anniversaries, and so on, a business might decide to run a campaign. This is essentially a one-off campaign based on a rare occasion, but it can also be recurring. After all, events like Black Friday and Christmas occur every year, and so, a once-a-year campaign may take place.
Long-Running Campaigns
Some businesses take the approach of launching long-running Web3 campaigns, which see ads published continuously for weeks or even months. This can be in a run-up to a major product launch, event, and so on. It might also be to sustain market momentum for a product, especially if it is selling well. Think of an ad that you’ve seen on TV for months on end. The actual creative asset in the campaign might change, but what is promoted stays the same.
Overlapping Campaigns
This occurs when multiple campaigns are running at the same time. This could be different campaigns for different products, multiple campaigns for the same product or both at the same time. Businesses do this during their busiest periods when trying to push sales of multiple products, and those with a large roster may have this happening all the time as standard practice.
Factors to Consider When Choosing Web3 Campaigns
When considering the number of Web3 campaigns to launch, you’ll want to keep the following factors in mind:
Number of Products
The number of products or services that your business is putting out heavily impacts the number of campaigns you’ll need to run. If you launch a single product in a business year, you’ll only need to launch campaigns related to it, and these could be one-off or long-running. However, you might need to run campaigns to promote your already existing products, and this could lead to overlapping ones.
Intended Campaign Lifecycle
You also have to consider how long a campaign will take to reach your target market. Many of us don’t go out and make a purchase after a single exposure to a campaign. In fact, the marketing rule of 7 states that consumers have to hear about a product 7 times before they take action regarding it. This means that a one-off campaign might not be enough to convince your target audience.
Timing of Product Launches
At the end of the day, your Web3 campaigns do not exist for their own sake but serve to publicize product and service launches, or any other development. Your campaign has to line up with the event and begin/end at a reasonable time. Take a token presale, for example. These presales are sometimes closed early or extended, depending on the performance and this ties into the campaigns as well. After all, there is no point publicizing a presale you are no longer running or ending campaigns when you haven’t yet met your goal.
Budget
At the end of the day, Web3 campaigns cost money, and you can only really run as many campaigns as you can pay for. Before starting any campaign, you’ll need to set out a budget, which dictates how long you can run it for (see our previous article on marketing budgets for more). Web3 campaigns are also not passive undertakings; you’ll have to take stock of their performance at any given time and make sure that it is staying within budget and bringing in a return. Many campaigns intended to be long-running ones have been cut short due to underperformance. So, ensure that you properly budget your campaigns and use this to decide your timeline.
Market Saturation Risk
As tempting as it might be to have a long-running campaign that keeps your business at the forefront of consumers’ minds, this can often backfire. When potential customers see the same ads for the same products too often, they might get annoyed and actually get turned off from the business in question. So, you’ll have to strike a balance between getting your business seen and not overwhelming the public with your Web3 campaigns.
Conclusion
Web3 marketing campaigns are a virtually essential part of surviving in the modern business landscape. However, the frequency and length of a single campaign vary from one business to the other. Sometimes situations demand one-off campaigns to get the message out about a product or service. In other times, repeated campaigns are needed to get the word out, and many of these campaigns might even overlap.
But as we’ve explained in sort of, several factors impact which type of campaign is best for you. Consider some of the points we’ve made and reach out to us here at Proleo to discuss your campaign needs, whether that is length, budget, or anything else.
