Nov 13, 2009

Plotting the Right Course for Your Media Campaign

When your brand decides to launch a media campaign, before you buy your first spot, remember there are a few things to keep in mind to help your efforts make a marketing splash instead of capsizing.

Plan: Set a single goal for the campaign and clearly define it. his goal needs to be grounded in realistic expectations. Once you've done this, you should define how you are going to measure the campaign's performance in order to determine whether or not your goal is being met. Your key success metric must be appropriate to the goal you are aiming for. So if you're going to drive sales, your metric should not be e-mail collection rates. Part of having realistic expectations is making sure your budget fits your goal. Try to determine where your breakeven point is and then work backward from there to determine the right budget for what you want to accomplish. Don't be overzealous with your campaign goals. Keep them realistic and in tune with the amount of money you can invest in your campaign.

Listen: Regardless of whether you hire an agency or a consultant, it's always a good idea to listen to the advice they are providing and give it some thoughtful consideration. These individuals possess the expertise that can benefit your brand and better the opportunities to make your media campaign effective and efficient.After all, you hired them to help you, so listen to what they have to offer because they are trying to make sure you reach and even exceed your goal.

Track, Revise, Test, Build:Launching your media campaign is not the end of the process.  It's actually just the beginning. You and your agency/consultant need to perform continual tracking and analysis of your campaign.  Look at your reporting and be mindful of what the numbers are telling you.What can you do to your campaign to make it better? Don't be afraid to test aspects of your campaign. If your agency is recommending trying something different, give it consideration before vetoing their suggestions -- take a step away from your comfort zone and try things you normally wouldn't.  Keep working this cycle and you'll be able to get your campaign performing to its peak effectiveness. If your campaign is going really well, think about reinvesting in your continued success. Plan. Listen.  Build. Staying the course with this mindset will provide you with a healthy marketing plan that can empower your brand to stay afloat in the seas of e-commerce.


[Post contributed by Emily Carroll]