How to Develop a Marketing Campaign

When most people hear the word of marketing they assume advertising. This means they think marketing simply means selling. Whether that is selling a product, themselves, or even a potential political candidate, it is convincing someone to like or buy something.

When developing a marketing campaign there needs to be a singular goal. That requires the analysis of the situation currently. You must:

1.)Identify the key issues (short-term and long-term)

When identifying the key issues, understand whether they are short-term or long-term issues; that is a short-term issue should have a short-term solution a long term issue should have a long-term solution. For example a sales promotion is a short-term issue whereas a rebranding is a long-term issue.

2.)Weigh the pros and cons of the solutions 

Every solution will have pros and cons. You can never 

have one without the other. Find the solution that is either the most cost-effective or maximum brand value adding. 

3.)Develop a strategic plan

Develop a strategic plan based off of the solution chosen and how to support that solution. Figure out the logistics whether you need to bring on more labor, outsourcing, money spent towards materials, brochures, pamphlets etc., or advertising space. 

4.)Develop an implementation plan

An often overlooked step, develop an implementation plan. So many things in life are determined by execution. In almost every market there is very little margin, so figure out to the detail how the strategic plan will succeed.

5.)Weigh the risks associated with the strategic and implementation plans

Is important to understand the risks associated with any project undertaken. For example, Nationwide took a risk with the Super Bowl ad of the child dying. Insurance sales is inherently a fear tactic, however there has been a backlash in the community for making such a depressing commercial. Of course it is far too early to tell whether or not this campaign worked, but it is important to develop metrics understand success. 

6.)Create roadmaps; road markers for strategic progress check-ins

This leads me to my final point: developing check markers. It is essential for the firm to understand whether or not the marketing campaign was successful or not. The field of marketing metrics is extremely convoluted. It usually requires historical statistical data, however trying to isolate variables especially in larger firms is very tricky. The marketing team however should develop checkpoints with expectations of it asked increase in revenue or approval ratings or viewership.