The key to a good campaign? Achieve goals by making visions real
Achieving your objectives
The goal has been defined. Need to bring in new business from existing clients or from new clients? Raise awareness in the market that your firm specialises, not just in the particular line of business it’s been known for? Or perhaps you want to deepen relationships with clients? Or are you simply after direct leads? What needs to be done to move from the status quo to the achievement of these goals? And how do you realise the best possible return on investment in a campaign - whether you are spending a small amount or millions of pounds on the project.
You know that success lies in pulling together resources from across the firm: so get key people within and around to understand how they can help! Engaging them requires more than a couple of projects or unstructured tasks. Based on a thought-through overall marketing strategy, a marketing campaign will provide the co-ordinated programme of projects, carried out across geographies using resources across the entire organisation: primarily your marketing department, with its communications and social media teams, but also your sales and finance teams, and IT experts to support you with digital marketing, a key element of successful campaigns in this day and age.
Not taking an holistic approach is a costly mistake: what if actions in one region are not co-ordinated with announcements made in another region? Or if synergies are not used? Or timing of campaigns is not aligned? You can’t announce a new product several times on several days: the key to efficiency and ultimately success is co-ordinated action across channels and geographies. If you don’t, you will spend time, resources and money reinventing the wheel every time. Also, your audience will ask a legitimate question: if you’re not able to co-ordinate your own communications, how will you be able to manage and complete the complex projects you are trying to sell?
Selecting campaign elements – the tactics that will work for you
A properly co-ordinated campaign will use many different elements that will enhance and complement each other to help achieve your objectives.
Which elements should you chose?
While you are considering which tactics to use to achieve each of your objectives, you’ll find no lack of suggestions of things to include. Seems like everyone has a good idea that’s really worthwhile – and many may very well be. While every idea may be great, your actions need to be coordinated and you have the duty to ensure they are fully integrated because the whole campaign must be worth more than all of its parts. If you haven’t yet included your marketing department in the process yet, it’s time to get their input – instead of creative but totally unqualified ideas, here’s where you’ll get the relevant expertise and experience from within your organisation.
You can be very creative and use unexplored channels or marketing tools, you can also work with tried and tested mechanisms and even leverage existing campaigns or extend previous years' campaigns.
In addition, you’ll need to consider: do the actions fit in the budget, are these ideas do-able, do I need to plan for additional internal and/or external support, do they add up, am I putting the right balance and emphasis, do the actions fit within your firm’s overall marketing strategy...? Also, from the beginning, think how you’ll measure your success (so you know how things are going at every point along the way, and can adapt as necessary) .
Get everyone in your ecosystem aligned and in the know
Once the goals and actions are defined, running a campaign means essentially two things:
assigning tasks, defining work streams – from the overall running of the campaign to each subpart of it and,
ensuring that what’s planned also gets delivered in time and to budget.
So if the core duty is to deliver, taking a closer look means your job has multiple aspects: to plan, organise, co-ordinate and align workstreams, ecosystem, departments, territories and stakeholders involved, manage people, stay within your budget, motivate or sometimes slowdown, fix issues, meet challenging deadlines – in other words, making what has been decided and agreed a reality.
Bringing in impartial know-how and expert advice – based on experience of working on marketing initiatives across different industries all over the world – Gelst can guide you through campaign planning, turn ideas into impactful actions, develop new concepts and projects for your, prioritise between different elements of your campaign, define multiple workstreams. Our approach is analytical and solution-oriented: through measurement and reporting throughout the campaign Gelst can help you refocus on successful actions as needed. But at every part of your campaign, you are firmly in charge – and we are a helping hand to maximise your success – including by filling gaps in personnel and other resources if required.
For more information on how we can work together, contact us at
INFO@GELST.COM or call us on +44 20 7096 0887