A Marketer’s Checklist Part 2

Previously I wrote about a simple marketer’s pre-campaign checklist for a new marketing campaign.  To refresh your memory, that short checklist goes a little something like this:

  • Protect your core strategies – If something is working well, don’t mess with it.
  • DO SOMETHING – Don’t get caught up in trying to make the campaign so perfect that you become distracted from actually executing.
  • Determine measurable objectives of the new campaign.
  • Determine appropriate communication techniques.
  • Ensure communication tactics are integrated with clear, consistent messaging.
  • Obtain buy-in from sales.
  • Achieve consensus with sales on how all those leads will be handled.
  • Measure.
  • Alter/augment based on the measurements – This last step might be the 1st in a checklist for the “during” phase of the marketing campaign.

It is well past time to look at the next piece of this checklist puzzle:  the in-campaign checklist.  Now that your campaign is well underway, that doesn’t mean you can kick back with your feet on your desk or curl up under it for a nice Costanza-esque nap.  No, sirs & ma’ams.  So, here’s a short checklist for during the marketing campaign:

  • Execute.  I said it above and I’ll say it again here, put execution on the checklist.  If not, you may run the risk that your campaign doesn’t get off the ground.
  • Measure (OK, after looking at the pre-campaign checklist above I realized that the Measure bullet really belongs here.)
  • Get feedback from sales.  This is also a measurement, but qualitative rather than quantitative.
  • Get feedback from customers and prospects.  (Novel concept, I know.)
  • Augment based on all those measurements and feedback.
  • Make a decision.  Will you basically keep on as planned with minor tweaks based on the measurements and feedback, or is a major change needed?

That’s really it for during the campaign.  If you planned carefully and dutifully adhered to the pre-campaign checklist, then the bulk of the in-campaign checklist is execution, measurement, and (hopefully) tweaking as necessary.

What are your thoughts on checklists for marketing projects?  Please let me know with a comment.

If you liked this article, please share it, and you can check social engagement off your list for the moment!

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About jmichaeldunn

A self-proclaimed "dental geek", I am passionate about the dental industry, oral health, and dental technology marketing. I have spent the last decade in various marketing capacities for dental technology companies. I enjoy talking about dental marketing with just about anyone and helping companies grow through developing innovative and integrated marketing communications campaigns.
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3 Responses to A Marketer’s Checklist Part 2

  1. ■ Measure (OK, after looking at the pre-campaign checklist above I realized that the Measure bullet really belongs here.)

    Like Al Pacino in the Godfather, this bullet belongs in Part I and Part II. The first part should be for determining the baseline- You can call it an audit at this point, but it’s still measurement.

    Like

  2. Pingback: The Dunn Show 2014 Year in Review | The Dunn Show

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