How to plan a marketing campaign like a meal
Do your market research
When you’re cooking a big meal - you’re going to do your research.
Have you asked your guests if they have any food intolerances or preferences? What was the feedback from the last meal you served?
It’s likely you will adapt the meal based on the season. Your guests typically expect something warm and wholesome for a Christmas dinner, for example. Follow through on that expectation!
With marketing campaigns, you need to start identifying the desired outcome. How do you want people to feel about your campaign, have you considered wider seasonal activity and what ROI are you looking to achieve?
Work the plan backwards once you’ve answered those crucial questions.
Prepare your campaign launch
How you prepare all your vegetables and identify what pots and pans you will use compliments how a marketer would plan its ingredients - such as creative, placements and budget.
Your lead-up to a campaign launch will improve your results. Is the content of the campaign really going to meet customer needs and create action?
Think about incorporating one or all of the 3 Es:
Is it entertaining?
Will it cause an emotional reaction?
Will it educate in some way?
Timing is everything
Everyone knows that timing is key when cooking a big meal. So, have you looked at how long all the different subsets of the meal take to prepare and cook?
There will be lots of balls that need juggling simultaneously, not forgetting the entertaining of your guests (just as you may need to keep your internal stakeholders informed).
Well, no surprises here also - the success of a marketing campaign comes down to considered timing.
When are you going to send out your launch email campaigns?
When are you going to pitch to the press?
Enjoy the results
If all goes to plan, you and your guests will enjoy a scrumptious meal. The company is entertaining, the setting is cosy and the food is scrumptious. Enjoy the moment!
With marketing, it’s easy to not revel in campaign successes and quickly move on to the next campaign.
Make sure you celebrate any wins! If you don’t enjoy your marketing, it’s unlikely your audience will.
Test and learn
Did your mother-in-law ask for a second serving? Did your baby cousin throw his food onto the floor? This sort of unsolicited feedback informs how you plan your next meal.
Whether your campaign was a "success" or not - there will always be lessons to be learnt that can help hone your marketing skills and dictate how you plan your next campaign.
