With any major life event, seasonal change or approaching new year, people tend to set goals for themselves, both personally and professionally—whether it’s tackling spring cleaning, losing 20 pounds, cutting out caffeine, or expanding a team or position at work.
Where we tend to fall down is by failing to set specific, actionable objectives to help achieve these larger goals. Many businesses face the same challenge with their marketing and media campaigns. Balancing the push/pull of sales and marketing goals can create an undirected mishmash of tactics and KPIs, ultimately setting up your campaign to be less successful than it could.
How can you better balance the needs of your organization with the potential KPI output of a media campaign? Here are a few steps we take with our clients at Butler/Till to deliver a successful campaign:
Talk about what’s “important” and why
- Discuss the rationale behind a KPI by asking questions. Understanding the context helps the team break campaign goals down into digestible pieces and identify the best ways or tactics to accomplish the goals
- Prioritize how we define “success” for the campaign – mainly, what’s realistic when looking at budgets, timeframe, geography and target audience features
- Complete a full campaign brief with all client objectives, ideas and needs in order to look at the larger picture and take external factors into account
Determine how to find balance
- Take a holistic look at your company’s marketing efforts: how can your media campaign be supported by other initiatives?
- Look at what competitors are doing and the implications of their market presence when it comes to your campaign goals
- Look at the current environment of your industry; this can greatly affect the output of your campaign
- Evaluate campaign timing against where people are in the consumer decision journey to determine realistic outcomes
- Look at the creative messaging to make sure it aligns with the tactics, the audience and the KPIs of the campaign
Discuss output early and often
- Taking the time to discuss KPIs at the onset of the request better positions the team to build and execute the strongest plans
- Anticipated response rates, actions and resulting metrics should be addressed during the planning phase to set expectations, elicit conversation and questions about potential results and tie the upfront research and conversations to the end result
The Bottom Line
Too often, we fall prey to the desire to launch a campaign as soon as possible and achieve multiple KPIs right away. In the short term, this may garner promising initial results, but when looking at the potential of these campaigns against longer-term marketing and media strategies, this approach does a disservice. It’s best to invest the time upfront, create conversations around necessary KPIs, and establish a clear understanding of how they ladder up to individual marketing goals for the company.