Envision the following scenario: Your company has hired a firm to create a new brand and marketing strategy. The firm delivers an innovative strategy grounded in thoughtful research and insight. It results in renewed energy and excitement around your marketing. But while your team loved the initial concept, as it’s translated into print ads, digital banners and emails, you’re finding yourself less and less moved by it.
That’s because true success lies in the delivery of a campaign, not just the idea. Consider these common pitfalls we frequently see as projects move from strategy to implementation:
Lack of Communication
Projects are relationships. The more teams communicate, the more likely everyone’s expectations will align with reality. This is important in the planning process because things like timing and scope can ebb and flow. Scope changes can impact delivery dates and costs, so communicating clearly and regularly with both clients and internal teams can make sure projects run seamlessly.
Not Meeting Customers Where They Are
Companies and marketers are always looking to be on the cusp of what’s coming next. But not every target audience is interested in the next big thing. A product or service that’s been created especially for seniors, for instance, may seem out of place promoted in channels like Snapchat and Periscope. It’s important that brands meet their target audiences where they are, whether that’s in the midst of the latest & greatest or the tried & true.
Forgetting the Core Message
Even a solid message’s clarity and strength can become muddled over time, unless you’re paying close attention. Take Chick-fil-A, for example: They’ve consistently stayed true to their core message of exceptional service, family values and great chicken. They haven’t attempted to cross over into other specialties, the customer experience is consistent across all of their restaurants, and they never cut corners on quality to save a few dollars.
The Difference Between Good and Great
Marketing is a marathon, not a sprint. There’s no silver bullet. It takes time to build a successful presence both offline and online: It’s a commonly accepted premise that potential customers or clients require five to seven touchpoints before deciding to use a product or service. So it can take months, if not years, to find the mix of tactics and messaging that works best for your brand. The important thing is to test, analyze and adjust along the way.
A good idea is just part of the equation when it comes to creating standout marketing campaigns. The translation of ideas in unique and tangible ways across all channels and forms of communication is the key to great marketing.
Thinking ahead to your 2019, have you considered how you’ll communicate your next idea across your marketing channels?
Caitlin Roscioli McNichol
When Caitlin’s not busy working with Dotted Line’s clients, she can usually be found planning a skydiving adventure (which she has done not once, but twice), preparing for her next marathon or hiking the Shenandoah Mountains with her family.