Mike gospe marketing campaign development what marketing executives need to know about architecting global integrated marketing campaigns happy about (2008)

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Endorsements for Marketing Campaign Development
“Mike's approach to integrated marketing and his use of program
blueprints are the tools that will keep the spirit of the guerrilla marketer
alive.”
Jay Conrad Levinson, The Father of Guerrilla Marketing, with over
15 million copies sold
“Mike has written a great inspirational ‘how to’ book for busi-
ness-to-business marketers in the Internet age. His examples and
prescriptions really got my creative juices flowing! He shows you how
to focus, align and motivate your executives, your distributed market-
ing professionals, your publicists, and your sales organization (direct
and indirect channels). He explains how you can design holistic, inte-
grated marketing campaigns that address the specific needs of indi-
vidual customers in particular roles in targeted industries. This is
customer-led marketing at its best!”
Patricia B. Seybold, Author, Outside Innovation, The Customer
Revolution, and Customers.com
“A true ‘marketing process’ approach that aligns customers, sales and
marketing for marketplace success. Practical and powerful.”
Don Schultz, Professor, Northwestern University, and author of
the book 'Integrated Marketing Communications'
Dedication
To Mary,
Sean,
and Zachary
for
your support
and
encouragement.
Acknowledgements
Necessity, they say, is the mother of invention. The same is true for
this book. Because I couldn't find a recipe for working cross-function-
ally to develop a truly integrated marketing campaign, I had to invent
one.
My quest began in 1985 when I was a young ambitious marketer
working for Hewlett-Packard. If I have achieved success in this book
it is because I had plenty of help along the way. In truth, so many
people have contributed so extensively to my learning over the years
that it is no longer possible to say precisely to whom I am
indebted—except for three notable exceptions. I am greatly indebted
to Cindy Kennaugh and Elaine Miller, two of the very finest marketing
strategists and politically-savvy campaign leaders I have ever known
and had the pleasure to work with. And I wish to thank Brian Gentile,
a friend and colleague who is a continuing inspiration for me to be the
best marketing leader I can be.
Without family and friends, the formation of this book wouldn't have
been possible. I thank my KickStart Alliance team of Mary Gospe,
Mary Sullivan, and Janet Gregory for their constant inspiration and
editorial assistance. Special thanks also go to Sridhar Ramanathan,
Tobey Fitch, and Susan Thomas for their tutelage. And I offer my
sincere appreciation to Mitchell Levy, my publisher, for his unending
support.
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Contents
Marketing Campaign Development vii
Introduction
Chapter 1 The Truth about Campaign Development . . 3
Why is campaign development important?. . . . . . . . .3
Sun Microsystems: a case study . . . . . . . . . . . . . . . .5
Introducing the Integrated Marketing Plan (IMP)
template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Campaigns versus activities. . . . . . . . . . . . . . . . . . .14
Chapter 2 Secrets of a Best-in-Class Campaign
Development Process . . . . . . . . . . . . . . . . . 15
What is the campaign development process,
and what triggers it?. . . . . . . . . . . . . . . . . . . . . . . . .16
Part 1: Overview of the campaign development
process. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
How the most successful companies develop
their best campaign plans. . . . . . . . . . . . . . . . . . . . .18
Breaking down the basic campaign
development process . . . . . . . . . . . . . . . . . . . . . . . .20
The Kickoff Meeting: prelude to planning . . . . . . . . .22
Synchronization Meetings: building the IMP. . . . . . .27
Decision: steering committee review meetings . . . .31
Part 2: Roles and responsibilities . . . . . . . . . . . . . . .35
Part 3: Answers to the four most common
questions about the process. . . . . . . . . . . . . . . . . . .36
Chapter 3 Setting the Foundation of Your
Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
The three pillars that define a marketing
campaign’s success . . . . . . . . . . . . . . . . . . . . . . . . .39
Pillar 1: Defining the marketing campaign . . . . . . . .40
Pillar 2: Constructing a “campaign-level”
marketing objective. . . . . . . . . . . . . . . . . . . . . . . . . .41
Pillar 3: Building a well-constructed value
proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44
A best-practice value proposition template. . . . . . . .46
viii Contents
Chapter 4 Working the Process: Part 1 –
Sketching the Campaign Map . . . . . . . . . . . 55
Working the IMP process. . . . . . . . . . . . . . . . . . . . . 55
The objective of the Integrated Marketing Plan . . . . 56
Getting to Gate 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Introducing the campaign map. . . . . . . . . . . . . . . . . 59
Choosing the right programs . . . . . . . . . . . . . . . . . . 61
The high-level tactical calendar . . . . . . . . . . . . . . . . 65
Rough budget estimate . . . . . . . . . . . . . . . . . . . . . . 66
Documenting assumptions and identifying
synergies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
A word about presenting to the steering
committee at Gate 1. . . . . . . . . . . . . . . . . . . . . . . . . 69
Chapter 5 Working the Process: Part 2 –
Creating Program Blueprints . . . . . . . . . . . . 73
Getting to Gate 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
The logic behind program blueprints . . . . . . . . . . . . 75
Examining a few blueprint examples . . . . . . . . . . . . 77
Questions you must be able to answer
before you can build a program blueprint. . . . . . . . . 81
Designing your own blueprints. . . . . . . . . . . . . . . . . 87
Program blueprint critique sheet . . . . . . . . . . . . . . . 88
Chapter 6 Choosing Proper Metrics . . . . . . . . . . . . . . . 91
Understanding metrics . . . . . . . . . . . . . . . . . . . . . . . 92
The importance of a scorecard . . . . . . . . . . . . . . . . 96
Understanding the marketing knowledge
hierarchy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
Observational insight versus contextual insight . . . 102
Critical success factors for managing the
metrics management process . . . . . . . . . . . . . . . . 103
Chapter 7 The Role of the Campaign Manager . . . . . 107
What is a campaign manager, really? . . . . . . . . . .108
When do you need a campaign manager? . . . . . . 109
Five success factors of effective campaign
managers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Executive endorsement . . . . . . . . . . . . . . . . . . . . . 114
Campaign management case studies . . . . . . . . . .114
Just for campaign managers . . . . . . . . . . . . . . . . . 116
Recognizing success . . . . . . . . . . . . . . . . . . . . . . . 117
Final thoughts for campaign managers . . . . . . . . . 117
Marketing Campaign Development ix
Chapter 8 Overcoming Objections. . . . . . . . . . . . . . . 119
Chapter 9 Taking the First Step . . . . . . . . . . . . . . . . . 129
Getting started . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
Step 1: Focus on three things. . . . . . . . . . . . . . . . .130
Step 2: Perform a campaign development
assessment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .131
What’s covered in a typical campaign
development assessment?. . . . . . . . . . . . . . . . . . .131
Techniques to help you hear the “voice of
the customer” . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132
How successful are your outbound
marketing communications today?. . . . . . . . . . . . .133
Step 3: Make it visible. . . . . . . . . . . . . . . . . . . . . . .134
Five rules for marketing leaders . . . . . . . . . . . . . . .134
In conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .137
Appendices
Appendix A Value Proposition Template . . . . . . . . . . . 141
Appendix B Integrated Marketing Plan Template. . . . . 145
Appendix C The Seven Program Blueprints. . . . . . . . . 147
Author
About the Author. . . . . . . . . . . . . . . . . . . . . . . . . . .157
Your Book
Create Thought Leadership for your Company . . .159
Why wait to write your book? . . . . . . . . . . . . . . . . .160
Books
Other Happy About Books . . . . . . . . . . . . . . . . . . .161
x Contents
Figures
Marketing Campaign Development xi
Figure 1 Sun's WebTone Marketing
Campaign Map 7
Figure 2 Sun's WebTone Tactical Launch
Plan (Phase 1) 9
Figure 3 Understanding the Campaign
Hierarchy of Campaigns, Programs,
Activities, and Offers 12
Figure 4 A Company's Business Planning
Cycle 18
Figure 5 Campaign Development Process 19
Figure 6 Three Phases of the Campaign
Development Process 21
Figure 7 A Typical Agenda for a
Kickoff Meeting 24
Figure 8 A Typical Agenda for a Gate 1
Review Meeting 33
Figure 9 A Typical Agenda for a Gate 2
Review Meeting 33
Figure 10 Fundamental Steps in the Complete
Campaign Development Process 34
Figure 11 Basic Roles and Responsibilities 35
Figure 12 Example of a Campaign Name
and Description 40
Figure 13 Good Campaign-Level Objectives 42
xii Figures
Figure 14 Three Flavors of Value Propositions 45
Figure 15 Value Proposition Template 46
Figure 16 Value Driver Elements Including
Outcomes and Their Metrics 49
Figure 17 A Technique for Summarizing
Competitive Differentiators 50
Figure 18 Common Evidence Mistakes That
Can Cripple a Campaign 51
Figure 19 Example Value Proposition Template
Based on a Real Product 52
Figure 20 Table of Contents for the Gate 1
Review Meeting 59
Figure 21 Mapping the Seven Program
Types within a Campaign 60
Figure 22 Hypothetical Mapping of Programs
within a Campaign 62
Figure 23 An Example of a High-level
Tactical Calendar 65
Figure 24 Table of Contents for the Gate 2
Review Meeting 74
Figure 25 Tying Programs to a Specific
Marketing or Sales Objective 76
Figure 26 Understanding the Difference
between Activities Versus Programs 76
Figure 27 Example of a Blueprint for a New
Customer Acquisition Program 78