Campaign Development
Who is the customer, where do they live, what media do they consume, when and how, when are they most receptive and what social activities do they enjoy? These and many other questions need to be answered in the formulation of your Campaign Strategy.
It is not until we have a detailed picture of the audience that we can embark on developing an effective way of reaching them with an engaging message that will resonate with and move them to action or behavioural change.
So many campaigns never reach their sales and enquiry potential, because there is often an historical blanket approach to campaigning. As long as the boxes from the previous campaign have been ticked, there is a misconception it will work again. Without the Campaign Strategy, the likelihood of genuine, sustainable success is more a case of good fortune than good management.
It is a longer journey, but it has a much more rewarding destination.
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