What is going through your head when you start a campaign?

Ideas, lots of ideas! We could do this, and I’ve got this fantastic idea that we could use! Right… creativity is great. But what if your great ideas don’t fit in with the target audience or the brand?

It’s a bit like going to the supermarket and buying lots of things that you like, only to come home and realise that you have half the ingredients for a sponge cake and half the ingredients for a Greek salad, so you end up with neither dinner nor dessert in the end. So knowing what you want to achieve is essential.

Where do you start?

Before you start a marketing campaign you must be absolutely that you want X and Y to happen as a result. Without a clear idea about what you want to achieve your campaign has no chance of succeeding.  At Marketing Grin we have found that the involvement of the client is crucial in the opening stages. Now I’m sure that there is more than one marketing professional out there who has a different idea about how to approach campaign strategy – if you are one of them, do share your thoughts here!

How do you get from A to B?

Having a set goal means that you can take steps towards that goal.  Admittedly, the goal posts are moving in the fast-paced world that we live in, but we have all had to learn to take it in the stride.

So, once you (or your client) have decided what you want to achieve – use facts and data to decide how to best reach the targets. This approach will in general give good results, but truly remarkable results stem from combining insightful analysis of data with a big scoop of imagination and innovative thinking. Some may think it’s best to err on the safe side and stress the data side of things, and there are surely as many opinions on this matter as there are digital marketing agencies…