|
Get them on paper... Your ideas can be a great foundation for a marketing plan.
After your ideas are on paper, take a step back and ask yourself the following questions:
<> Can the idea become an "implementable" campaign?
<> What do you expect to achieve from implementing the idea?
<> Who would do the implementation?
<> How much will it cost to implement?
You'll notice one common word to the above questions... implement! The first step is planning... the big step is implementation. So, when you are planning, you should always keep implementation in mind.
Here are a few quick tips for planning a campaign:
<> Create a name for the campaign (e.g. "eNewsletter")
Simple as this sounds, naming the campaign gives you a reference point.
<> Decide who the target will be (e.g. "Current Clients")
Knowing this ahead of time gives you a basis to build your list, one of the most critical elements of a campaign.
<> What do you want the recipient to do? (e.g. call, log on, etc.)
Refer to your campaign result expectations and build your call to action around that.
<> Make note of what you will need to implement
(e.g. more business cards, a new brochure, etc.)
This will help you figure out what "tools" you have and what you needs to be created.
<> Choose a feasible frequency. (e.g. "Monthly")
If you are unable to implement on a regular basis for consistency, consider a different campaign.
<> Schedule it. (e.g. the first Tuesday of every other month)
Putting the campaign date on your calendar creates a deadline... it's easier to stick to it when you've got a deadline.
<> Budget it. (i.e. know your costs)
After calculating cost for one implementation, multiply by your frequency, review your expectations and assess for cost effectiveness.
<> Know and note WHO WILL BE IMPLEMENTING.
(e.g. self, staff member, agency, etc.)
Be sure that you have this element in place before you begin any campaign.
Remember, if planned campaign can not be immediately implemented. Keep it in your plan to revisit next year.
|
