Hold the campaign!
By Mike DavisonMost marketing and PR campaigns talk about managing and promoting. There’s a lot of push and often not much lead. But there’s a declining dividend in eulogising about clients’ commitment to customer service when the customers are painting a very different picture and sharing it in online. Understanding what consumers already know, already think and already share with each other is a crucial part of the marcomms mix.
An informed campaign can be built on from foundation of existing consumer consciousness. It can be designed to address identified weaknesses and incorporate identified strengths. What’s more, if it attempts to address issues people talk about - its going to be relevant to and targeted.
An audit of WOM around a brand before any big brand building initiative also provides an extra layer of campaign measurement. By deploying a listening strategy before, during and after the campaign, its possible to identify shifts in attitude over the timeframe and any extra measurement of campaign worth is always valuable.
