What would you think is the number one thing effecting the success of your next campaign or product release? Well, if you read the title and guessed clearly defined goals, please continue reading. If not, back up and read another blog, as these communications are not going to be helpful for you. The issue is so obvious but so often overlooked that it deserves some attention. Quite simply, if one cannot clearly articulate the project requirements then the project is most likely doomed to fail; come in over budget; or become something not originally intended.
Failing can happen because human assets will usually deliver when called upon. Unfortunately, what they can often deliver is an unfocused mess, if they are not given clear objectives. There are some typical things that a company needs to do to direct their people and/or their firm to make this happen.
First, be clear on timing. If I were developing a camp for kids and I wanted to get the message out, pre-camp planning stage for parents, it would behoove me to write a first communication date well in advance of May to put out the initial message. What might happen is a timing mishap that can sink an otherwise well planned campaign.
Second, is message appeal. Simply being recognized is not sufficient in today’s overcrowded marketplace. Make sure the offer clearly states the need and solves the prospect’s problem, so that they’re amazed at the company’s ability to read their mind. If multiple people aren’t thinking, “get out of my head,” then the product or campaign risks failure due to lack of perceived need. Remember, don’t just make something you want to sell, but something that is necessary and helpful in the marketplace.
Lastly, be sure the market is sizable enough to support the product entry. Some products are high volume and low margin, while others are the reverse so there is no magical catch-all number to look toward. Instead, be aware of the population, target market size, the company’s ability to deliver enough of the product to satisfy revenue goals, and the economic climate of the market needed to support the initiative.
Following these steps do not guarantee success, but can help reduce the risk of controllable factors. There are other issues to consider, and those will be explored in future posts. Part 2 will discuss how to develop a clear creative brief, so that your advertising team can come up with creative that is commensurate with your intended message.