When developing a campaign — no matter what the product or service — it can be hard to see the big picture as you’re getting started. You may have multiple goals and things you want to accomplish with a single campaign (generate awareness, build your brand, increase sales, etc); unfortunately; these are sizeable objectives and difficult to accomplish with just one campaign.
First thing first, take a look at your overall marketing goals for this year, and the next three years before beginning any short-term campaign. Ask yourself:
- How will this campaign aid in my overall goals?
- What do I need to accomplish in the short term to reach my long-term goals?
- Does this campaign accomplish that?
While generating sales may seem like it should be the first step because of the revenue it brings in, often times, its hard to have great success with this before you build your brand and give it value. As we know from experience, failing to conduct proper research at the outset of a project or campaign can be disastrous.
We see this happen far too often with websites. Trying to develop your brand by simply putting up a website will never bring you the results you’re seeking.
Here are just two reasons you must have a plan in place:
First, it is imperative to have a clear picture of your brand BEFORE building a site. Building a brand require due diligence with research and strategy. Your brand will not magically formulate as you write copy and choose photos for your website.
Second, websites will not market themselves; consequently, your brand cannot instantly gain awareness through an un-marketed website. Develop a strategy to market your site BEFORE it launches. Once it’s live, include it as a part of your integrated plan.
The moral of the story: If brand building is not a main component of your campaign, it is likely to fail in helping you help to reach your long-term goals and reach its fullest potential.
What challenges have you faced in building and launching a campaign or project?