Get updates via email
Read more!
Get updates via email
Read more!
July and August finds Inverta knee-deep in campaign planning projects. We’ve had a strange start to the year, but pandemic or not, now is the time to chart an agile course for 2021.
Before we break down campaign planning and ideation, remember that every organization is different. Marketing maturity and skill sets, culture, organization, and the prioritization of different marketing functions play a role.
Size does matter.
Specifically – the size of the marketing department, the reach of the company, and the degree of centralization vs. decentralization.
With that said, I’ll give you an overview of the Inverta methodology to campaign planning and ideation, as well as how we’ve provisioned for the uncertainties of 2021.
The marketing council is composed of heads of business units, marketing heads, or heads of product marketing. In larger organizations there can be competing interests and different departments jockeying for marketing resources. They have an interest in making sure their solution is promoted. The marketing council agrees to uphold the campaign planning process, and review campaign metrics monthly. Based on campaign performance, the marketing council decides what to fund as a group and revisits the funding plan every six months. That way, consensus is based on metrics and not bias.
Inverta’s campaign planning process template includes 7 categories of activities: pre-campaign planning, campaign strategy & planning, messaging & content, campaign & program design, campaign pre-launch, campaign launch, and measurement.
Pre-campaign business planning addresses this question. Based on the fiscal year goals of the business, how much is marketing expected to source and influence?
With the process defined and revenue goals determined for the year, you can start the campaign ideation process. When complete, you should have the themes and programs for six-to-twelve months of marketing and sales enablement activity.
It’s time to revisit your audience and their imperatives (or the internal and external influences of your account clusters). Has the pandemic changed their priorities?
The most important element to the mapping exercise is to prioritize. Your solution may address several needs, but I guarantee that there is one that is more important than the others. Focus there.
Once you’ve determined what your audience will find most valuable about your solution, you can hone boilerplate value propositions and messaging to the campaign theme and audience.
This should include the audience, segmentation, messaging strategy, content and offers, and tactic orchestration for each program. Don’t forget activity-level KPIs.
Revisit in-market programs every 1-3 months to evaluate performances against their predetermined KPIs.
Whew! Writing that felt like the equivalent of a marketing lightning round. In all seriousness, the campaign planning and ideation process is fundamental to data-driven marketing, and we’ve put the Inverta process through its paces many times – pandemic or not.
OUR UNFILTERED POINT OF VIEW EACH MONTH
OUR UNFILTERED POINT OF VIEW EACH MONTH
Thank you. A copy is on its way to your inbox.
We are unable to submit the form at this time. Please try later.