Campaign

If it's worth doing, it's worth doing right

Never, ever, forget the basics. It's a hyper-busy world and if you don't get the basics right, then how can you expect to succeed?

Success starts with following a deliberate process to ensure that you:

• set clear objectives
• fish where the fish are
• execute with excellence
• measure and review

So get your marketing ducks in a row!
Don't just throw together your material, or simply repeat what you did last time (unless it was outrageously successful, of course). Effort up front to choose the correct words, the ideal layout and the right placement is worth it's weight in gold.

The right mix of tactics

Just because you've decided to build a great website, doesn't mean that your approach to driving traffic is limited to email and online advertising. This is particularly the case as customers suffer contact fatigue from an ever increasing volume of emails and offers.

Measure and review

For the majority of your marketing activity, you are largely repeating prior activity. However, it's a sad fact that most campaigns are undertaken with little or no reference to previous results.

When you're trying something new, it's important to understand exactly what worked, and what could have gone better. Don't let the failure to reach objectives see you shelve the idea, or give up on a tactic. Often it can be poor execution and/or contributing factors at play and robust measurement can play key part in future success.