Brainstorming is one of the most rewarding team activities to participate in at work. We can get the best minds and talent in a room thinking, drawing, dreaming about a challenge or opportunity.
But what’s not so rewarding? Losing the ability to take action on the original thinking, strategy and direction that comes from those sessions.
Seamlessly documenting (then executing) a strategy born from a team brainstorm is crucial for successful multi-channel marketing.
Have you ever been to a brainstorm meeting for a multi-channel campaign?
Sometimes there’s a strategist there, sometimes not. Usually, the strategy discussed is documented afterward in a deck or a brief.
It may sound good in theory. In practice, however, as the team gets to work on the campaign, the original strategy and “why” behind it is lost.
And if teams turnover, chances are high that they’d look at the campaign without knowing why it was designed a certain way, and then begin again from scratch.
Why the why
You might be wondering, why is the rationale behind a campaign so important?
My answer is that the rationale makes multi-channel campaigns more efficient.
Asking “why” questions forces more analytical thinking and engages your customers at a higher level. This may seem obvious, but it’s often overlooked because it’s the hard part of successful multi-channel campaigns.
When your team builds a strong strategy behind a campaign, it becomes a more cost-effective well-oiled machine.
- You’re eliminating the risk of going off on random tangents with your campaign, potentially a waste of resources.
- You can easily update existing campaigns when there’s a change in technology instead of starting over from scratch.
- When technology changes, so do your audiences. You can be more intentional about modifications to your messaging, segments and channels.
Strategic considerations and doing this work up front gives your campaigns the ability to evolve. That’s hard to do when your team starts from scratch when the environment changes.
A good strategy means you know what success looks like from the very first step. Everything put into a multi-channel campaign should lead to that picture of success. It helps avoid costly or inefficient detours, helps reach business goals and trim the fat along the way.
Now you might be wondering… how do I create a winning multi-channel campaign strategy if I’ve never done it without a strategist before?
You can create a strategy with the guidance of Springboard.
The question “why?” is always at the top of a successful funnel. Our free campaign mapping tool, Springboard, helps guide you through thinking about the “why” and creating a strategy step by step with a feature we call Strategic Considerations.
Our Strategic Considerations worksheet, which is built right into the platform, prompts you to answer questions about your audience and campaign as you develop the “why.”
You can answer questions yourself, or they can be brought to the team for a guided brainstorming session or clients and service partners to talk through a campaign.
Here are some questions we would ask ourselves when creating a campaign and going through this exercise:
- Why are we spending money on this right now?
- Does our audience need this and why?
- Why do we think that offer is better than this one?
- Is that segment our highest priority and why?
- Why are certain channels the best ones for our target population?
Anyone that touches the campaign, copywriters, media planners, media specialists etc, can and should be involved in creating the strategy.
How to do it:
Once you have everyone in the room, start by creating a name for the map.
Click on the yellow circle under the home button to get to the Strategic Considerations questions.
Go through the questions with your team. You can even write your own questions and considerations in!
Everything you write in the Strategic Considerations section will automatically save in your account (same goes for the mapping function).
When it’s ready, you can email it to your team. You can also download it and send it to a client for approval.
When notes come from a client or the team you’re working with, you can easily go back into the map and update the strategic considerations, add notes and continue to workshop it.
This feature is meant to evolve with the direction of the campaign, as well as the results you get from executing the strategy.
We created Springboard to make the multi-channel mapping process easier and empower marketers of all experience levels to create a strategy and execute… without losing anything in the process.
Don’t have an account yet? Click here to start mapping today for free.