Research, marketing, sales campaign planning, implementation and reporting for measurable results

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Marketing campaign planning and execution

Too often a company’s board will believe a decision has been implemented simply because it appears in the minutes. It may never be properly communicated to the frontline staff who are expected to deliver the results.

Effective campaigns require careful planning, good communication and regular reinforcement. Excellent design and execution are key. However, so are campaign analysis and appropriate reports for management heads and operational staff.

A campaign approach requires buy-in from everyone on your team. As the name suggests, activity comprises effective scoping, careful messaging and persistence. In a distracted and budget-pressured world, there is no magic bullet. It takes continuity to generate results and demonstrate ROI.

Rigour. If your campaign is designed to promote a new product, it should be kept in mind that you are in the riskiest of marketing territories. Rigour is required to map the market, carve out distinctive sales messages, support those charged with sales and manage early reception with influencers like the press.

For more on the framework for product launches and how to manage the risks see product launch.

An effective marketing campaign plan:

Clear goals that can realistically be hit
A strategic approach that considers the competition
Structured tactics and actions based on strategy
KPI tracking

When to use a marketing campaign plan?

Marketing campaign plans differ, from maximising the online campaigns to acquire new customers, to retention campaigns aimed at customer loyalty, cross-selling and up-selling. Campaigns should designed with for specific goals, such as:

Brand awareness and building product familiarity
Launching a new product
Distributing new content as part of a generation programme
Increasing sales of an established product
Promotional campaigns

How to structure a campaign plan.

Consider these key marketing campaign issues:

Campaign goals and tracking.
What are the aims of the campaign and how will you track activity?
Campaign insight.
What do you know about your prospects?
Key campaign messages.
What messages will influence your prospects?
Campaign media plan and budget.
Which channels will help you reach the most prospects?
What will be the sequence and integration of media activities?
Campaign execution.
How do you test your campaign before committing?