The Business of Marketing: Aligning Your Next Campaign with Your End Goal
The world of marketing can be complex. You may ask yourself will a public relations campaign help me achieve my KPIs? How do I reach a specific target market? What influencers should I use for this next product placement? Whatever the question you may ask, the campaign end goal should always be kept in mind.
When clients initially come to us, even big businesses, they tend to come to us regarding a specific marketing element.
“I need influencers’ or ‘I need to fix my website’.
Either way, our reaction is always the same. ‘Ok stop, what’s the big picture here, what’s the end goal. ‘Where do you want to be in 1,3, and even 5 years?’
For marketing managers, this is an easy connection to make. Your goal is to support your company’s business strategy through various campaigns. This can be digital, experience-based or with public relations.
For General Managers, CFOs, State Managers and others, relating your business strategy to marketing can often feel inconsequential to the bigger picture.
If you are after a five-year exit strategy, let’s look at brand awareness to the point of sector disruption. Perhaps your goal is more personal such as aiming to be invited to sit on three corporate boards and be invited to speak at a conference in Prague each year. If that sounds like you, great! Let’s talk personality PR and how to position you as a thought leader in your chosen field.
Defining and sharing the end goal can be thought provoking or even confronting for some. For other companies it can be as simple as sliding a business plan across the table.
This step however, is imperative.
It is critical to ask the questions: Where are you now? Where are you going? It is then our job to consider every tool in our marketing arsenal and work out how to connect the two. In doing so we can create that road map of how we’re going to get you there.
Working through the process, and looking at the ‘where are you now’, the PDPR team achieves this by drilling down into your current market position, we look at your social presence, your current collateral, your audience and sales, profits etc.
‘Where are you going’, this is aligned to your business plan.
As to ‘how we’re going to get you there’, we do this by utilising multiple mediums to engage with stakeholders in ways that are consistent, genuine and meaningful. This is where the marketing journey comes into play.
For us, this looks like a marketing matrix showing all our marketing tools and how we propose to use them. When I’m talking about a matrix I’m including events, PR, social media, digital influencers, advertising, experiential activations, sponsorship opportunities and more.
Once approved, this can then be rolled out over the next 6, 12 or 24 months with that clear end goal in mind.
The reality however, is that a great marketing exec will not only help get you to your business target, but they will also help define and shape it. Strategy after all, is at the heart of everything we do.
So in closing, this is a very short overview of the why and how of a topline marketing strategy and its associated execution. Are you ready to take your brand to the next level? Contact Briana Cicchelli at firstname.lastname@example.org to discuss in more detail.