A marketing communications campaign is a bit like a journey, taking you from where you are now to where you want to be. In order to make any journey efficiently you need a map that takes account where you are starting from, where you want to get to and where you are passing through along the way. If you set off without a map you may get to your destination eventually after wasting a lot of time and money, the likelihood is that you will never get there at all.
Understanding where we are starting from is the first task of creating a strategy. We need to deal with facts, not beliefs, so that we know we are starting from the right place. Understanding your market, your products and services, where you sit in relation to competitors, attitudes of customers and potential customers and opinions of influencers. The more information we have, the more accurate a picture we can establish of where we are starting from and what we have to change in order to build awareness and positive perceptions of your business, products and services.
We then need to agree the destination. What are you trying to achieve? What are your objectives? Are these objectives realistic within the budgets you have available? What can we deliver for the investment you are able to make?
Next we have to consider the audiences. Who are we trying to communicate with and influence? The more we know about them, the more directly we can reach them and the more successfully we can influence them.
Knowing the audience helps us to establish messages that we can consistently reinforce throughout the campaign to ensure that they know your business, products and services exist and to give them tangible reasons to choose to invest in them rather than a competitor. These messages have to be phrased in language that will resonate with the audience and motivate them to behave as we want them to.
Finally we can build a plan. Taking you from where you are to where you want to be. This will identify which tactical tools will be most effective within your budgets to successfully reach your audiences, change their opinion and positively influence their behaviour.