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.
- 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.
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