Here's an excellent article that presents five questions that marketers should ask themselves while planning an type of campaign.
Cutting Through the Marketing Clutter
Lots of thoughts running through my head about what marketing is. What % is art, and what % science? Regardless, 100% is to sell more stuff.
It involves planning and strategy, then a creative delivery and message - all that supports and strengthens your brand. Then put into your plan and executed. It's a convergence of the customer needs/wants/desires and your product or service. BUT, influenced by brand and brand preferences, and product features/benefits.
The art? It's the creativity of the message, design and delivery. The science? Who is your audience, what are their hot buttons and how can you help them solve challenges. Then to come full circle, how are you measuring your performance and what tweeks need to be made along the way?
Are you simply peddling a product or actually making an impact in someone's life? That's where the messaging comes in.
It's not a simple task if it's done right. And that's the key - DONE RIGHT. So many out there simply bang out an ad, brochure or TV spot. What's the higher purpose of any of those items? Are they messaged correctly according to your strategy and brand. Hell, do you even have a strategy? Get one if you don't. It gives you the opportunity to get your thoughts down on paper and provides you a guide for moving your marketing forward.
So I guess what I'm really trying to say is that marketing is complicated stuff. But with a solid plan that's developed and a coordinated and thought out execution, it doesn't have to be complicated. There needs to be a reason for everything you do and support it with your core brand assets that are the foundation for everything you do.
Below is a link to a great summary of what branding is all about. Good for marketing, branding and communications personnel as well as all senior leadership. The trick is to first define your brand and then develop a plan to communicate it. And this is more than logos, ads and brochures, it's about communicating your brand through each and every customer touchpoint. This will re-inforce it as well as strengthen it over time. Branding is a long-term investment and results in sales won't be seen overnight. But keep with it. Develop a strong plan and stick to it. This marketing and branding thing really does works.
What You Need To Know About Branding
Now's the time where you really need to start thinking about '09. What worked in 2008 and what didn't? Where do you want to go? Is it more about awareness, education or lead generation? What tactics to use? What industry associations and alliances do you wish to create or strengthen? Lot's of questions as you develop these plans. And it's easy to be overwhelmed thinking about all these things. But take things a bit at a time. Here's an outline that I typically use that may help with your planning.
- Overall communications strategy
- Brand review
- Review of '08
- Tactics strategy (advertising, direct response, promotions, product launches, public relations, telesales, trade shows)
- Metrics
- Communications calendar (what, when and budget)
If you're on the client side of things, then comes the fun part - battling for bucks. Good luck!
If you're on the agency side, why not start the planning process for your clients? Give them a rundown of what you do know about their communications, at least what you've done for them and the budgets that they've spent with you. Can you also provide them metrics? Information like this is invaluable to the client side of things. Now's the time to do anything you can proactively, on your dime. It's an investment in the client and the future. It will not be forgotten.
Anyway, just a couple thoughts to get you going. Happy planning!!