Like baking, building successful product campaigns start with the most basic ingredients.

Sugar, spice & a pinch of innovation: How to build successful product campaigns

Building successful product campaigns is akin to baking: ingredients are needed, room for creative flourish exists, as is the opportunity for improvement when replicating. Also similar to baking, it begs the question: will people like it?

To help answer that question, we’ve listed the ingredients that every successful campaign requires — ingredients that are sure to delight customers and make them ask for more.

Imagine a person decides to open a bakery. To ensure its success, they should identify the customer types they’re trying to attract and their specific needs. If they’re in Los Angeles or New York, where consumers are conscious of healthy eating, they might decide to create organic, gluten-free, and agave based desserts. Or, if the baker is based in Memphis, where consumers really appreciate southern cooking, they might infuse their desserts with smoky qualities.

The same logic applies when building a successful campaign. It’s not enough to have a really great product that you think everyone will love. The key is to identify the audience that will really love and use your product. A way to identify those audiences is by asking what challenges your product solves and who is faced with those challenges. Once you’re able to identify these answers, you’re on your way to knowing your audience.

Cronut. Rainbow bagel. Mallomac. What do all these things have in common? They’re simple bakery goods — flipped on their head. What separates innovative bakers from the rest is the ability to take something simple, established and known, and turn it into something entirely new. This is the second essential ingredient to a successful product campaign.

When dreaming up product campaigns it seems obvious that an innovative idea (as opposed to a cookie cutter idea) will be the most attention-grabbing. But what’s not so obvious is taking what’s right in front of you and transforming it into something innovative. Read: innovation not only comes from never-before-seen executions; it can also stem from repurposing tried and true methods.

Why would a person go to bakery A versus bakery B? This idea ties back to knowing your audience. Chances are if a consumer is going to one bakery over another, it’s because the bakery of choice provides them with something they find valuable. For example, a gluten-free bakery might cater to a person with celiac disease because gluten free treats are very valuable to that audience segment. While someone with a creative flair and outgoing personality might go to a bakery with funky hybrid desserts because they find value in the creativity of the baked goods.

Unsurprisingly, successful product campaigns follow the same principle: they provide extra value to the consumer. Added value means providing consumers with extra benefits in addition to the product’s core features. Examples could be free shipping, special discounts for loyalty members, etc.

Like most things in life, a first-time experience lends a lot of lesson for future executions of the same experience. For a baker, this might mean switching up ingredients to perfect a treat or playing with frosting colors to see which resonate most with customers.

When executing a product campaign, it’s important to include measurable variables to better understand what, how, and when consumers are using your product. Having those insights allow you to improve your product and roll out an even better model the next cycle.

As we’ve seen, building a successful product campaign is similar to baking. With the right mix of ingredients, not only will customers love your product, they’ll come back for seconds.

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