What are campaigns?
A campaign is a coordinated effort to reach a group of target companies using various sales or marketing tactics, such as emails, calls, or digital marketing. The most effective campaigns focus on high-value segments and employ strategies tailored specifically to connect with those segments.
How to Create a Campaign in First Bite
Campaign Best Practices
Tip: Small, but not too small
The best-performing campaigns are relatively small.
The most successful campaigns typically involve super narrow segmentation, targeting between 200-500 locations. Here’s why small campaigns tend to outperform larger ones:
- Iterative Learning: Small campaigns can be completed quickly, allowing you to learn and refine your targeting, messaging, and value proposition more frequently.
- Scalable Personalization: Targeting similar operators within a small segment enables you to craft highly personalized messaging that resonates more deeply with your audience.
First Bite makes it easy to create and manage campaigns, reducing the effort required to keep track of them.
However, it’s important not to make your segments too small. Segments should be large enough to be impactful and to provide meaningful insights. Anything below 200 target companies may not drive sufficient sales or might make it difficult to discern valuable patterns amid the noise.
Tip: Create a Campaign Schedule
Create a list of your first 5 campaigns, and then knock them off one at a time adjusting your prioritization as you learn from the market. This will help you expand the universe of ideas you test.
Example Campaign Schedule
Campaign Name | Filter | Month |
Commercial Restaurants NYC #1 | Nutella on menu + New York + 3-10 units + high traffic | July |
Commercial Restaurants Chicago | Nutella on menu + New York + 3-10 units + high traffic | August |
Big Chains | 20+ units, any dessert | September |
K-12 - New York | School districts in New York State, >1000 meals per day | November |
Tip: Align on Campaign Naming Conventions
Create naming conventions for your campaigns, As you create more campaigns, it’ll become increasingly important to make sure your campaigns are organized.
Tip: Example Campaign
Imagine you’re among the lucky few tasked with selling a delicious hazelnut chocolate product to restaurants. 🧁 🍰 🍮
You might have already decided to target foodservice operators that feature desserts on their menus, but with 250,000 potential locations, that's a vast market to tackle. Even if you narrow it down to operators who already offer Nutella, you're still looking at 30,000 locations!
To create a more manageable and effective campaign, focus on specific attributes that bring the campaign to a more manageable size and unlock scalable personalization.
Example: Nutella on menu + New York + 3-10 units + high traffic
Then, you can pitch a similar, personalized message to 200 or so similar operators, streamlining your efforts and increasing the likelihood of success. Once this campaign is complete, you can move on to the next one, continuing to refine your approach based on the results. Using First Bite, you can also exclude any locations already targeted, and concentrate only on white space.