People have asked me to outline my thought process for creating an effective marketing campaign. After I got over the initial panic of wondering if I did have an actual process that I routinely follow, I distilled it down to 10 Power Questions I think are worth answering any time you are asked to create a marketing plan.
I hope you find the questions helpful as a guide. Certainly, it is not an exhaustive list of questions that could (and maybe should) be asked.
I also think it would be great if you could add to the list by leaving a comment on a Power Question you find useful that should be considered. I am guessing that, as a community, we will be able to create a very helpful list that will help our next marketing plan be even more effective than our last.
- Who is the strategic target you want to influence?
- What is the current behavior that needs to change and the desired replacement behavior?
- What are key insights regarding the barrier to change?
- What is the driving insight that will lead to overcoming the barrier to change for most of your strategic target?
- What is the promotional campaign concept that best brings the insight to life?
- How does your strategic target typically receive information?
- How is the best way to communicate to your strategic target when they are most emotionally and intellectually receptive to hearing your message?
- What is the minimum reach, frequency and time required to deliver the message so the behavior changes?
- What is the cost of the plan?
- How is the plan going to be adequately resourced and success measured?
I think these are 10 great questions, but they are certainly not all the questions you could (or should) ask. Leave a comment and share some of the key questions you ask when putting together your place marketing plans.
Please leave a comment with your thoughts.
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