Campaigns should be more punk than prog

When punk rock first broke through in the late ’70s, it had an instant effect on the UK’s music scene. Bands like Yes, Genesis and ELP were instantly  seen as dinosaurs. Songs went from being 20 minute long conceptual pieces, full of complicated musical passages and intricate lyrics, to 2 minute blasts of energy that really grabbed the attention of the nation’s youth.

What’s this got to do with marketing, you ask?

The point of a campaign is to get someone’s attention, generate some kind of emotional response and get them to take action. You haven’t got 2 hours and a pair of headphones in a darkened room – you need to make enough noise so someone listens to you.

What’s the point?

“What’s the point of your campaign?” is the most important question you need to ask. It can have multiple answers but if you can’t answer it there’s no point in doing it.

Is it to raise awareness, run a special offer or launch a new product? Each answer will help to shape the scope and delivery requirements.

Don’t bore us, get to the chorus

Everything you produce should add a benefit to your campaign and meet the purpose(s) you’ve defined – if it doesn’t, don’t do it. As a  potential target, I’d much rather have a 100 word email with a big button in it, than a 500 word essay and 20 links.

Put yourself in the shoes of your target customers – will they really read everything you produce?

More than words

You also need to to think about the most effective way to get your message across – is a presentation, video or webinar a better solution than text? Rich media can help bring your proposition to life and create engaging content that’s easy to share.

I’ll be the roundabout…

Look at what you’ve done before – what’s worked and what hasn’t. Learn from previous campaigns to improve and streamline what you’re doing.

You need to be ruthless. If something’s not working stop it – remember, the less you do the cheaper it is.

Compare current activity to previous campaigns. This will give you an understanding of the most effective tactics for your business. Use this to create a checklist for future activity.

The better defined your processes and tool-kit, the more time you can spend on the creative side of the campaign.