This month I have been inundated with ads, recipes, and media advice about the highly anticipated Thanksgiving meal. This past weekend I was busy myself shopping, cooking, and freezing food for our road tip to see family later this week.
It’s the preparation that makes a feast like on Thanksgiving successful and satisfying. You can slap together other meals, but for a special meal like Thanksgiving much of the travel-shopping-decorating-cooking is done before Thursday. There will still be cooking to do, but it is virtually impossible to do everything on one day. Unless you have grown 6 arms. Even if you are eating out, be sure to make your reservations early. Otherwise, you may find your restaurant full.
Running a multi-faceted marketing campaign also requires planning, for outstanding results. Follow this sure-fire “recipe” for planning your next marketing efforts.
First, meet with the stakeholders at the beginning of the campaign to discuss the final goals and budget.
Second, create a marketing plan to reach the goals. This plan should include timing of all efforts, what you plan to test, the list to use, estimated responses and budget.
Third, as you execute the various components of the campaign, record the results of your efforts. That allows you to adjust upcoming efforts and estimated responses as needed.
Fourth, if needed, create a contingency if customers are not responding as well as expected. Can you add an additional email effort? Test a new list segment? Is the tone of message correct? Do your links work properly, on an email effort?
Fifth, Deadline! Hopefully you have reached your established goals by today. If you are still a little short, can you send out a final effort?
Sixth, re-cap your efforts at the conclusion of your campaign. Maybe you came up with ideas to test next cycle, had a standout effort you want to keep for future campaigns, found a way to trim the budget. Make note of them now, as you will probably not remember them all next time. Or tomorrow.
While the results of the planning will probably not turn out exactly as planned, there should be better results, fewer surprises, less stress throughout, and we can learn from our efforts.
Sit back and enjoy that anticipated meal. Happy Thanksgiving to all.
The journey continues.