There is one important step that comes before anything else. In order to plan a campaign and set any goal, a business owner needs to understand what makes their store or company unique and why their customers choose to do business with them. Those pieces of information will determine your goal, your theme and your media choice. Knowing who you are and what you are doing right will help you decide what you want your next step to be. Your theme is based on your identity and your goal. Your media choice is, in large measure, determined by who you are trying to reach and what has worked for you in the past.
It’s evident from the quality and results of the “Pure Michigan” campaign that the agency behind it put a lot of time and effort into planning before writing a single script or buying any media time. The energy spent on a marketing plan, know matter what size the business, is well worth it.
The next post will look at media.
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