I AM sure you have heard
of the saying "If you fail to
plan, then you plan to fail."
This expression applies to
planning a successful launch.
Like any project, a marketing
and PR plan involves many
members of the organization.
When bringing a team together,
a project brief is required
so everyone gets on the same
page and moves forward
at the same pace to see the
project to completion.
Prior to the creative process,
a solid foundation has
to be created and to do that,
market research is required.
Market research gives
us insight into consumer
preferences and behaviors.
As many researchers will tell
you, consumer preferences
are constantly changing and
are therefore a moving target.
There are two approaches 1)
quantitative and 2) qualitative.
Market survey, or quantitative
research, is deductive and it tests
a hypothesis, which is identified before
research begins. Qualitative research, or
focus group, is inductive and a hypothesis
is not required to start the research
process. For many companies, market
research is an annual process, especially
in the area of customer satisfaction.
As part of the research, brands will
also conduct a self-evaluation and create
a SWOT (strength, weakness, opportunities
and threat) chart. The same is also
created for competitors which make and
offer similar products or services that
address the same target market. At this
stage, potential challenges are identified.
It's an opportunity for you and the team to create contingency plans. It is through
this process that brands carve out their
unique positioning and selling points
which make their products or services
distinctive.
The next step is to determine the
objective(s), budget, milestones and the
return on investment your organization
wants from the campaign. Every company
measures its success by a different
yard stick. For some, it is about gaining
more share of voice and brand awareness
in the media. Other companies may
select to measure the number of business
leads the campaign generates for
the sales team. How you plan to measure
your success will determine both the above and below the line
activities carried out during
the campaign period.
For example, a media
relations blitz will create
awareness for your products
and service. However,
it may not likely generate
sales leads. If your product
is low touch, an advertising
campaign with a call to
action could be the ticket
to generating sales leads.
If your service or product
is high touch, an event is
a good forum for you to
engage your target audience.
An event gives you time
and opportunity to present
and address inquiries from
potential customers.
As with every plan,
periodic reviews should be
scheduled to review the
milestones. The milestones
help the team to evaluate if
the campaign is on course or
if the campaign should be adjusted.
The earlier the issues are detected
and addressed the better. It keeps things on
track and assures a successful outcome.
Pacharee Pantoomano-Pfirsch is a Marketing
Consultant at Brand Now, a boutique
marketing and PR agency helping clients to
communicate their brand. If you'd like to
plan a successful marketing campaign for
your product or service, she may be reached
at pacharee@brandnow.asia.
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