Campaign planning and execution. Too often a company’s board will believe a decision has been implemented because it appears in the minutes. It may never be properly communicated to the frontline staff expected to deliver the results.
Effective campaigns require careful planning, good communication and regular reinforcement. Excellent design and execution are key. However, so are campaign analysis and appropriate reports for management heads and operational staff.
A campaign approach requires buy-in from everyone on your team. As the name suggests, activity comprises effective scoping, careful messaging and persistence. In a distracted and budget-pressured world, there is no magic bullet. It takes continuity to generate results and demonstrate ROI.
Rigour. If your campaign is designed to promote a new product, it should be kept in mind that you are in the riskiest of marketing territories. Rigour is required to map the market, carve out distinctive sales messages, support those charged with sales and manage early reception with influencers like the press. For more on the framework for product launches and how to manage the risks see product launch.
"Efficiency is doing things right; effectiveness is doing the right things."
Peter F. Drucker
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