As I come up with the marketing and fundraising strategies, I find that people usually confuse the terms campaign and event. Although they are both structured methods of knocking down a target, the extent, duration and effect can be completely dissimilar. Being aware of the difference will make you have the right budget and achieve the best outcomes.
What Is a Campaign?
A campaign is simply a long term project established with an aim of achieving a clear goal. It attracts a mix of channel strategies – believe social media, email, paid advertising, PR – and you measure it in reach, interaction, conversion or donations.
Examples:
– 3-month online marketing drive to introduce a new skincare.
– One year charity drive.
– In pursuit of election victory.
Any campaign is all about strategy, perseverance and creating hype in the long run.
What Is an Event?
An event refers to something that is one time (or short-lived) and people are really present and are interacting. It is practical and is supposed to create an immediate impact, share something, or congratulate. Face-to-face, on-line, or both, it doesn’t matter.
Examples:
– A new line of beauty launch party.
– A fundraising charity run or a 5K run.
– A networking and learning webinar or conference.
The events are fast, short and all about providing people with a great experience.
Why the Distinction Matters
Which one to choose between a campaign and an event is reduced to what you want to achieve. A campaign is the way to go, should you aim at permanent awareness or frequent sales. To achieve immediate buzz, party or face-to face contact, an event is preferable. The most common application of both is often the sweet spot, launch a campaign to hype an event and then use the event to bank content to launch another campaign.
Conclusion
A campaign and an event are respectively long-term and short, experiential. They are both assassin instruments, although they are not intended to be used at the same vibe. Being informed of what is different will help you to devise strategies that will make you hit your targets and also punch the greatest force.