What goes into a marketing campaign (and why most brands miss half of it)

A lot of brands think a marketing campaign is “ads + content.”

If only it were that simple.

A strong campaign is a build, not a one-off and here’s what actually goes into it:

1. A Clear Goal Every campaign must have ONE intention:

• Lead generation • Ticket sales • Recruitment • Brand awareness • Launching a location.

Most people bundle all of these into one messy campaign and then wonder why nothing sticks.

2. The Offer What are people actually getting? Is it irresistible? Is it clear? Is there urgency?

An offer doesn’t just mean a discount. It means a reason to act now.

3. Messaging & Positioning This is where 90% of campaigns fail.

Your audience doesn’t want features — they want connection, answers, and clarity.

Great messaging hits:

• the pain point • the solution • the transformation • why you’re different • why you’re safe to choose

4. Creatives That Speak to the Right Person Not generic reels.

Not stock images. Not “professional but boring” graphics.

Your creatives must feel like they’re pulled straight from your customer’s brain their fears, frustrations, goals, lifestyle, and language.

5. Distribution Where is this campaign living? • Meta ads • Google • Email • Organic socials • Retargeting sequences • Website landing pages Each platform plays a different role in the journey.

6. Tracking & Optimisation Most campaigns don’t fail, they die because nobody’s watching them.

At TCG, we track: • lead cost • conversion rate • creative performance • landing page behaviour • sales follow-up And we adjust fast.

7. Sales Systems No follow-up? No conversion system? No nurture sequence?

Your campaign is dead on arrival.

A campaign is only as strong as the sales process behind it. When you put all seven pieces together, not just “ads + posts” that’s when campaigns actually work.