This is the final entry in our four-column series on the importance and process of developing a strategic marketing plan. The first two columns covered the strategic foundation: Goals, Audience, Message and Vehicles. Last month, we started looking at the creative process, which I call the Four C’s. Having covered Clarity and Consistency last month, we’re going to focus on Continuity and Creativity this month. Great marketing is not a series of projects, but a campaign. Too many times I have watched clients jump from idea to idea, without ever settling down and developing a well-executed campaign to be carried out over a period of time. If you have gone to the trouble of establishing Goals; identifying the Audience, the Message and the correct Vehicles; and then developing Clarity of Message that is Consistent across all marketing efforts, the next logical step is to do it over an extended period of time. This, of course, is Continuity. There are multiple reasons why Continuity is critical. First, it takes time to capture your Audience and establish your Message in their minds. The average American is inundated with over 5,000 advertising messages each and every day. While you may be focused on your campaign, the odds are that your customers and prospects are not. Let the campaign run for an extended period of time, giving it an opportunity to sink in with your Audience. Second, Continuity makes economic sense. Amortize your efforts and your investment by running the campaign for a while. Third, recognize that you may become bored with the campaign because you developed it. You live with it every day, but your Audience doesn’t, so it will take them time to recognize “your” campaign and begin to associate the Message with the company. Finally, as the old saying goes, “Anything good takes time.” It takes time to be successful. Allow your campaign to work. Trust the strategy, trust the research, trust the creative process and trust the Audience. If you did the work during the strategic planning process, this is going to pay off. The final step is the one most people think of when marketing or advertising is discussed Creativity. Agency heads and marketing directors are always anxious to share their latest creative masterpieces, the clever headlines, frame-ready photographs, captivating music, etc. This is important, perhaps even critical, but only if you have followed the preceding seven steps. Not to minimize Creativity, but if the process is followed, Creativity will flow naturally from it. Headlines and taglines will be the natural progeny of the marriage of Message and Clarity. Understanding your Audience will set the mood and direction. Clearly, the way to reach seniors looking for a retirement village will be quite different than how to sell teens on the newest high-caffeine drink. Make sure that your creative team (whether in-house or an agency) does not have a set “style” or “look” that they want you to fit within. Their job is to find the exact right “look” for you, your product or service, and your campaign. Because you need Consistency with all components of the campaign, make sure the idea works on your website, as well as in print and, if you use them, television and trade show booths. Don’t get caught up with an idea that is too cute, depends on shock value or, in one way or another, will not stand the test of time. Remember: Continuity is key. Great Creativity can be judged by the two questions: 1. Does the campaign have Clarity, Consistency and Continuity? 2. Do your marketing efforts use the correct Vehicle to reach the right Audience with the best Message, and most important do they help you achieve your Goals? When you can answer yes to both questions and like the look and feel of the materials you have developed you are on your way toward launching a successful marketing campaign, defined quite simply as one that achieves your Goals. Next month, we’re going to look at the value, and the process, of a communications audit. Clients are often surprised (and not always pleasantly) by the hidden costs in dollars and time of their marketing efforts. Scott Harris is the owner of Mustang Marketing, a full-service marketing agency serving the San Fernando Valley for more than 20 years. You can reach Scott at [email protected]
