AT REYNOLDS, we are convinced that marketing and marketing communications REALLY ARE quite simple:
Step 1 Define the actual challenge by setting one or more goals: Is the organization, looking to reposition its’ brand(s), introduce a new product or target a new range of prospects, to reconfirm its’ market share or to cause a change in consumer behaviour?
Step 2 What does the target audience look like? Who needs to be reached and to whom will this message be relevant?
Step 3 Where can we find such target audience? Which combination of media, technology and data will deliver the best results given the available budget (ROI)?
Step 4: How will this message be communicated to the target audience? The media type defines the impact of the message to great extend, so which kinds of media enable us to reach and engage with the target audience in the most effective manner?
Step 5 : Given the context and target audience, who needs to create your message? The best partner for such task may be found with marketing PR-, Advertising- or Social Media Agencies, a production company or for instance by assigning such task to a gifted copy writer directly. Usually this partner is found among one of the advertiser’s existing partners, but, if required, we will be happy to suggest an external one. It is essential that all contributors to your campaign are managed and evaluated based on the same set of campaign briefings and documents.
Step 6 Buying and executing the campaigns and/or marketing actions. All project items are to be combined in the most optimal combination of strategy, creation, media, data and technology. A media agency will buy media based on this plan.
Step 7 Campaigns have not been stand-alone activities for quite some time. All campaign activities should be tracked, evaluated and optimized to actual performance continuously. Post-campaign evaluation is not custom anymore: optimization needs to be handled in real-time, 24/7. Only the process itself is still evaluated after the campaign has ended.