PRO boosts your marketing IQ. Save 30% when you go PRO with code PROBRAIN »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
MarketingProfs Enterprise Solutions
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
How Should I Put Together A Marketing Campaign?
Posted by Anonymous on
9/5/2009 at 7:25 PM ET
We have a number of initiatves coming up and I need to put these campaigns on paper for review. There are so many different aspects such as specific tactics, pricing and expected outcomes. What's the best way to do this? Is there a template to use to fill in so that it flows and makes sense?
9/5/2009 at 8:56 PM
I use a format that I first discovered at P&G many years ago, and it seems to work pretty well. It's called "Plans For Improving the Business," or "P4ITB."
Basically it includes the project names (so you can quickly identify them), objectives, next steps (in the next week/month), due date for next steps, and the person responsible. And, as only P&G can do it, we had to fit it all on one page. The rationale was that you can't possibly do a good job on important projects that take up more than a page to list/explain -- at least not all at the same time.
The form would get updated each month (can be more frequently, if you need to), and if you miss a due date, you need to explain why and what that does to overall project timing.
It's not rocket science, but it worked well then, and I've used it repeatedly with clients since, and it always seems to do the job.
9/6/2009 at 12:32 PM
You might want to consider making a list of aims, objectives, and outcomes.
Meaning: this is where we want to go, this is how we are going to get there, and this is what we will do (or how we will measure our success) once we arrive at whatever our destination is.
You might want to add other elements into your mix, such as:
1. What are we setting out to offer, prove, or solve in terms of our prospect's problem?
2. Why should they buy from us?
3. What do we do or ignore that other suppliers who provide the same or similar products, goods, or services don't?
4. What unmet needs are there in this sector right now that we could address in unusual ways or solve in an outstanding and memorable fashion that will make ourselves utterly unique in the eyes of our buyers?
Nail these questions and you'll be thousands of miles ahead of
It's NOT easy to do this, but then, if it was easy, your competitors would be doing it and your market would be poorer for the multiple choices because there'd be less differentiation.
In markets where this does happen, most companies compete on price. But logically, to compete on price makes no sense because it drives down profit margins for EVERYONE, so nobody wins.
This explains why consumers are seeing so many carpet and furniture outlets plastered with gaudy posters proclaiming "WE WILL NOT BE UNDERSOLD!", posters that are often closely followed by even bigger posters that say "GOING OUT OF BUSINESS!"
I hope this helps you.
Wilmington, DE, USA
9/7/2009 at 9:29 AM
Michael's suggestion is going to work quite well for most applications.
One addition I might suggest is "Cost" to enable you to keep track of your expenditure, so your columns would be headed:
1) Project name
3) Milestones/Next Steps
5) Responsibilty (Who)
6) Budgeted Cost
Hope that helps.
9/7/2009 at 11:11 AM
Whichever format you use, make the key points measurable, so you can both budget accurately and compute ROI to better inform your next marketing cycle.
BACK TO TOP
Post a Comment
Five Local SEO Tips for Small Business Owners
by Aleh Barysevich
Why People Share Content on Facebook
by Ayaz Nanji
B2B vs. B2C Content Marketing: Stuff You Need to Know
by Abhishek Talreja
50 Horrible Cliches You Need to Stop Writing and Saying Right ...
by Verónica Jarski
How to Elicit and Use Employee Stories in Your Content Marketing
by Ryan Michael McDonald
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with