It seems to me that the takeaway from the last class is that any campaign is bound to have different “customers,” whether they be the traditional idea of the customer (the people you are trying to sell to), the internal customer (educating the employees about consistency in messaging), or the various other stakeholders (any other group of people that has some sort of interest at “stake” with the company). And as marketers, we need to be aware of the differences that exist among these groups and understand what it is that matters most to them. We should then look for the best way to reach these customers, keeping the objectives and consistency in messaging in mind as we communicate to these audiences.
One of the most challenging concepts for me is remembering to go back and visit the objectives (assuming they’ve been set) before implementing any tactical plans for a campaign. The other is following through with measurement—metrics. The pace of doing business seems to be constantly increasing, as we fly from one task to the next on what seems to be a minute-to-minute basis throughout the workday. It doesn’t appear that anything is going to slow down anytime soon, and thus, we need to make the time for both of these steps—setting and visiting objectives and taking the time to measure (and document) the results of the campaign.
That’s the best part of being a student—it keeps ideas top-of-mind. Now to make these concepts habits!
2 comments:
Well said Amy. Keeping the objectives top of the mind is the hard part
I agree with your comments Amy and it's oh so easy to think about the message and forget about the stakeholder/customer that you might be communicating to. In fact, think about a message that is crafted for a NON customer, you get the direct mail piece and you are a customer. How do you feel? Offended. The DM piece could have had a great message but it was to the wrong stakeholder. There is a lot of MISSED opportunity when this takes place. The other comment about objectives is so true as well. The marketer needs to take a step back every now and then and take a look at the communication objectives. If the piece is trying to generate leads and there is no call to action......you've got a problem and will have missed the mark. Last but not least is remembering to set metrics upfront and actually track against them. Was the campaign really successful? Well.....if you didn't set the targets OR you didn't track then how does one know? All good stuff.
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