branding

Know the ending

So here’s a simple question - do you know what you are aiming for?

Vague as that sounds, cast it against the backdrop of your marketing, public relations, branding, advertising or web campaign’s and see what you find.

The reason I ask this is simple (but not easy) - if you don’t know what you want, how can you make sure you get it?

The seed of this line of thinking was a series of recent meetings where ideas were bounced, campaigns planned, metrics set … all without a clear understanding of the end goal. The only thing that happened was that no matter what happened down the line no one was satisfied. No one. Some expected more. Some wanted more focus on particular aspects of their campaign. Others just felt that parts of it should have been run - or not.

On the other hand, when planning was done upfront - the results were easier to accomplish, satisfaction was felt and it was more effective. Tweaking a campaign for greater ROI was also easier when you knew what you were tweaking it for.

So, when planning your campaigns have clear, measurable objectives in mind. Simple enough and yet something that we oftentimes forget to do.

So, what are your objectives and how have you accomplished them cost effectively and with a touch of style?

© 2009 Journeys Through The Line.