Every retail marketer has had the same nightmare.

They spend a significant amount of money and hours on creating an engaging campaign designed to have customers lined up outside before the store opens. But once the doors are unlocked, no one is waiting. Hours pass and not one person walks through the door.

This scenario should never become a reality. Marketing campaigns can be expensive, and they need to pay off. With the right strategy, text-based and other marketing campaigns can drive measurable revenue and be a catalyst for growth. Here are seven steps to building an effective retail marketing campaign.

1. Align your campaign to company goals.
It may seem to be a no-brainer, but campaigns should always directly tie into a larger business goal. Company leadership has a direction in mind, and strategies should be aligned with their goals.

For example, leadership may be interested in building awareness and brand recognition over generating a short-term sales boost, influencing the marketing strategy away from quick-fix revenue tactics. By aligning marketing strategy with overall business goals, the positive impact will be felt through more levels of the business.

2. Target the right audience.
Very few retailers can honestly say their products sell to every consumer. Even businesses like Walmart or Amazon, who sell to most consumers, need to understand who buys and uses their products to create effective campaigns and strategies. By asking the right questions, marketers can ensure they will not only reach the right consumers, but will also send messages appreciated by the recipient. Good marketers ask who their desired consumer is in terms of demographics, unexpressed needs and wants, and preferred purchasing methods (online or in-store). Marketers should…