The Campaign - The Execution

From the moment one decides to send a marketing campaign for a product to the actual recognition of the campaign’s results, there are many steps all interconnect and this is something that I have seen ignored on more than one occasion.


One has identified the ideal prospect, carefully confirmed their contact details, written the best copy in the word and planned a fantastic layout with colour, links and what not.    And now one is about to send the campaign, there are still some companies out there making use of direct mail (DM), and why not, I, for one, think there is still much to be gained from an old fashion DM campaign if properly executive.      


More and more marketers will go for the online and email options, and no doubt the world is relying heavily on the web as a source of information. We are reaching a stage that it is possible to say that if it is not online it doesn’t exist!      


What I have seen on more than one occasion is marketing campaigns prepared in a traditional way and delivered by email. One can easily imagine the results: the layout so carefully planned was totally unsuitable for the paperless support and all because someone forgot to workout the flow of the copy for email and online pages viewing characteristics.        
One doesn't have to go back to college to learn how to adapt the view of the copy to new supports. We all use them, so think how do you read your emails? Do you use full screen, the reading panel, or do you minimise it? Do you read the full email or browse through it? Do you print it? Do you forward emails to friends and colleagues?      


Now think of your web browsing patterns: are you one of the 'click as you read' or read and then look for the button to click? How often do you go back to the initial page and continue where you left it?


these are fairly basic questions but if you bear them in mind when designing your campaign you'll see how different their copy and layout turns out.    


I thought of uploading some samples, but then I thought that it would be much better to have a 'campaign surgery' here. So, why don't you send me some of your samples for review? Just make sure to remove all personal, confidential information!