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Trying a new thing out for 2021 where I try to be less of a sarcastic cynic, and put close to two decades of MarComms (client and agency) to work helping instead of criticizing.
First things first, understanding the difference in three words that are not synonyms.
1/x
First things first, understanding the difference in three words that are not synonyms.
1/x
Word One: Strategy
The strategy for any MarComms plan is the highest level directive for your work. It's the mission you and other stakeholders align on as the reason you all have jobs.
A strategy is clear, concise, and free of jargon. If you have to explain it, it's bad.
2/x
The strategy for any MarComms plan is the highest level directive for your work. It's the mission you and other stakeholders align on as the reason you all have jobs.
A strategy is clear, concise, and free of jargon. If you have to explain it, it's bad.
2/x
Your strategy is generally an internal facing message that cross-functional teams can get behind. It is not the pithy tagline, call to action, or anything you'd ever probably share publicly. It can and should be blunt with a hint of inspiration.
3/x
3/x
Be weary of anyone who says something like "we currently have multiple strategies in place to serve a diverse set of clients."
(Yes, I've used this before and I hate myself for it)
This means your strategy is either too tactical or unfocused which affects buy-in/budgets.
4/x
(Yes, I've used this before and I hate myself for it)
This means your strategy is either too tactical or unfocused which affects buy-in/budgets.
4/x
Word Two: Objectives
Objectives are your concrete (measurable!) plans that are informed by the strategy. They should take your target audience from 0-100% bought-in to your strategy. I prefer funnel-based objectives as they let me cater to different mindsets.
5/x
Objectives are your concrete (measurable!) plans that are informed by the strategy. They should take your target audience from 0-100% bought-in to your strategy. I prefer funnel-based objectives as they let me cater to different mindsets.
5/x
But how many objectives should you have? I've found three works really well - it keeps them from being ambiguous with each other and focused so budgets and buy-in aren't compromised.
IMO: 1-2 means your strategy isn't inclusive enough while 5+ means it's too broad.
6/x
IMO: 1-2 means your strategy isn't inclusive enough while 5+ means it's too broad.
6/x
Word Three: Tactics
This is where I most commonly see folks incorrectly use strategy and objectives. Tactics are the specific levers you'll pull to move someone through objectives and to accomplish the strategy.
Tactics should be measurable and flow up to the strat.
7/x
This is where I most commonly see folks incorrectly use strategy and objectives. Tactics are the specific levers you'll pull to move someone through objectives and to accomplish the strategy.
Tactics should be measurable and flow up to the strat.
7/x
Now, let's put it all together for a super hot, fictitious company called Marker X set to reinvent the permanent marker category.
In a cluttered space, Marker X uses interchangeable felt tips to stand out. Where you once needed five markers, now you only need one.
8/x
In a cluttered space, Marker X uses interchangeable felt tips to stand out. Where you once needed five markers, now you only need one.
8/x
Marker X's Strategy (for internal purposes only)
Giving customers the freedom to make their mark no matter how big or small.
A bit ham-fisted, but it speaks to the unique product differentiator and the idealistic mindset of our target audience (per the insights, obvi).
9/x
Giving customers the freedom to make their mark no matter how big or small.
A bit ham-fisted, but it speaks to the unique product differentiator and the idealistic mindset of our target audience (per the insights, obvi).
9/x
And how are we going to get people to buy-in? By using our objectives with specific tactics to drive them down a funnel.
Objective 1: Show target audiences a better way to leave their mark (Grow Awareness)
Sample Tactic: How-to series featuring influencers
10/x
Objective 1: Show target audiences a better way to leave their mark (Grow Awareness)
Sample Tactic: How-to series featuring influencers
10/x
Objective 2: Highlight the ways Marker X chooses to leave a mark (Increase Consideration)
Sample Tactic: PR campaign about how Marker X is a Made in the USA product where employees are all paid a livable wage with full benefits (if only, right?)
11/x
Sample Tactic: PR campaign about how Marker X is a Made in the USA product where employees are all paid a livable wage with full benefits (if only, right?)
11/x
Objective 3: Make it easy for target audiences to leave a mark (Convert!)
Sample Tactic: Retargeting campaign with 15% off coupon for first-time or subscription-based buyers.
And that's it!
Was this helpful? If so, maybe I'll do more. Or I'll just keep up the cynicism.
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Sample Tactic: Retargeting campaign with 15% off coupon for first-time or subscription-based buyers.
And that's it!
Was this helpful? If so, maybe I'll do more. Or I'll just keep up the cynicism.
End/x
