As you finish putting together your spring marketing and promotional plans, try running your ideas through these eight filters:
You know exactly who are you trying to reach (you may have multiple targets) and what the desired outcome from your efforts is for each target.
All aspects of your plan have a positive (or at least neutral) effect on your overall brand strategy; any aspects that could have a negative impact have been reworked or eliminated.
From your target’s perspective, you’ve identified your most powerful attraction(s) and that what you’ve chosen has the greatest chance of stimulating the desired behavior.
From your target’s perspective, your product and message are perfectly aligned.
Your efforts are brand-saturated. That is, your marketing/promotional effort won’t easily be confused with a competitor and thus benefit them as well.
Your efforts have ‘stand-out-ability.’
You have multi-platform exposure and, if necessary, a calendar for launching different efforts at different times.
The staff is fully informed of your plan, goals and, if applicable, their role.
Have some additional filters you’d like to share? Love to hear them.