When companies set out to develop a new marketing strategy, it often involves the production of marketing collateral. This collateral can range from websites, to brochures, booklets, direct mail and increasingly, a range of online material such as social media profiles, the generation and management of a web presence through SEO (Search engine optimisation), formulation of e-mail campaigns and mobile marketing (such as text messaging). The plethora of material is dramatically increasing as the web pushes the practice of marketing into new and dynamic realms, and what can seem like a simple process can quickly escalate into a very large (and expensive) project. Key to keeping control is a clear focus and strict prioritisation.
Keeping focused on the goal
Understanding the market and what you want to achieve would seem like an obvious statement, yet too often, organisations dive into the execution stages without doing the market analysis. Time spent looking at the market, the competition and defining your own USP (Unique Selling Point) will provide a clear focus and will help you understand not only what you want to achieve but also how you are going to achieve your goal.
Defining channels and prioritisation
Once you have defined what the campaign must achieve, the process of defining the delivery channels can begin. Companies often try to cover too many channels (direct mail, e-mail, social media, advertising etc) and fail to reach the target audience with sufficient impact to get the message across. A campaign will stand a much better chance of success if you prioritise the channels that are most likely to reach your potential target audience and then produce material that effectively conveys your message and is frequent enough to create the impact you require.
Good creative creates impact
Getting a good creative agency, which understands your market and will work with you to develop a robust campaign, is key in delivering success. Most channels are crowded places with a huge amount of information passing through them. Developing high impact creative campaigns can really help to get the results you need.
You can’t do everything
Most of the time, you will not be able to do everything. Your budget will rarely stretch across all of the channels you would like it to, and therefore, strict prioritisation and efficient execution will make your budget achieve the best return on investment possible.