If your crypto business will be in operation for a long time, it will almost certainly cycle through many crypto marketing campaigns. As you put out different products and services, you’ll have different campaigns to reach your target audience, with each having varying levels of success.
With this in mind, you might wonder whether or not it is a good idea to recycle old marketing campaigns. There are myriad reasons why this could be done, and in this article, we’ll break down the pros and cons.
Why Businesses Recycle Campaigns
There are several reasons why a crypto marketing campaign might be recycled. First, there is a cost implication. Developing marketing content, deploying it, and tracking its performance have cost implications, and sometimes, recycling content means that a business can save itself some money. There’s also the angle of effectiveness. If certain campaign materials have performed well in the past, it seems logical to recycle them to get the same results. Some marketing campaigns are also seasonal, such as Christmas and New Year’s promotions. If the same promotion is being run year in and year out, recycling the campaign only makes sense. But even if your business finds itself in any of these situations, it is worth looking at the pros and cons of recycling crypto marketing campaigns.
How to Recycle Crypto Marketing Campaigns
There are several ways that crypto marketing campaigns can be recycled, and these involve varying levels of alteration. In the purest form, a crypto marketing campaign can be re-released to the public. Say a series of social media ads were run in 2023 and performed well. The team behind it could simply pay for those ads to be shown to consumers again, with the same images/videos and demographics settings used. In that sense, no changes have been made at all.
Crypto marketing campaigns can also be recycled after being reworked. This could mean updated information added to the campaign details, pictures being slightly edited, new voice-overs added to existing videos, and so on. In this case, the materials are taken and then updated for current use. As we’ll explain below, both have their pros and cons.
Pros of Recycling Crypto Marketing Campaigns
If you’re considering reworking existing crypto marketing campaigns, there are a few pros to be aware of.
-
Saving Cost
As we’ve noted, developing a marketing campaign from scratch takes a lot of money. From developing the graphics, handling photoshoots, paying for ads online, and so on, a business can find itself spending thousands of dollars, if not more, per campaign. But if you rework an existing campaign, you can find yourself saving all this money, which can be put to better use. This is a specialty true for newer businesses that don’t quite have the budget to run multiple campaigns.
-
Saving Effort
Besides the money you spend on a crypto marketing campaign, you also have to put in a lot of effort. A campaign can take anywhere from days to even months to fully prepare, and sometimes, you do not have this luxury. Perhaps a product is being rolled out very quickly, and it needs to be promoted in time. In this case, it might be easier to reach back in time and adapt some existing campaigns. Not doing so could end up costing you goodwill and stalling existing commercial efforts.
-
Campaign Effectiveness
As the Old saying goes, there is no need to mess with greatness, and this applies to crypto marketing campaigns. If you put forward a campaign in the past that has done well, bringing it back into public focus could secure you the same results. While a business should pursue innovation in all that it does, including marketing campaigns, there is no shame in leveraging what already works, and as long as the public does not tire of it, you should be fine.
-
Uniformity
Outside of trying to save time and money or even guarantee effectiveness, reworking old campaigns could help to ensure uniformity. If you take campaign visuals from a previous effort and adapt them to a new one, you essentially make sure that all your business campaigns follow a similar format and have a certain look to them. Some brands have key features present in all their campaigns, and this helps to reinforce their brand identity. If your business is particular about developing a core brand identity, creating most of your crypto marketing campaigns from the same baseline will help.
Cons of Recycling Crypto Marketing Campaigns
While recycling crypto marketing campaigns can come with a lot of benefits, you also need to be aware of the cons.
-
Lack of Innovation
Ultimately, putting out crypto marketing campaigns is not just a way to drive sales and visibility for your business. It is also a way to showcase innovation and push the boundaries of the content you can put out. As cliché as it sounds, simply recycling the same campaign multiple times means that they will not develop or innovate in any way. The world of content and marketing is always changing, and recycling old campaigns can put you out of the loop very fast. The sort of content that made for good marketing material five years ago is not the same as today, and by recycling content, you run the risk of putting out campaigns that are outdated and stale.
-
Audience Disengagement
The end result of a lack of innovation is reduced audience and engagement. Think of the way consumers wait with bated breath every year for the new Super Bowl ads, curious about what innovative new way businesses will market to them. If you are customers see the same campaign repeated, they will grow bored and disengage.
Conclusion
Crypto marketing campaigns can be given second and even third lives through recycling. Doing this can’t save a business a ton of time and money, as well as enforce brand identity. That being said, it is worth being aware of the various pitfalls and being careful as you do this.
