What is at the heart of your campaign plan; the customer or the next big thing?

Over the years, I have worked for some very different marketing teams. However, the in all of these, one thing which has been paramount is the importance of the customer; the campaign should never be signed off unless the customer has been considered.

This was through all of the brands and service organisations which I worked at, whether that was in an SME, for a mobile phone provider, or within the financial services sector. Especially in the latter where you are dealing with very high net worth products which (in some cases) can be the difference between a life of penury or relative comfort.

When planning the campaign, it is vital the customer is at the heart of the process, rather than the next big social media/idea. All organisations should ensure placing the customer is an organic part of the campaign plan, not something which is tacked on at the end as part of a tick box exercise. Try not to make so mechanistic.

So some things to consider when putting together the campaign plan:

- What was the plan built around: the customer and the customer journey? Then carry on, you are on the right track. But if the plan is centred on the latest and coolest social media which all of the cool kids are using, then I would get back into the planning room and make changes. Otherwise, unless serendipity gets involved, the campaign will fail.

- Remember, the next big thing is a tool; it is not the person who will buy from your organisation. - Could your mother understand the central premise of the message? If not, then get back to the drawing table and come up with a more succinct message. Some of you may think the aforementioned statement is ridiculous, but it can be a great test on whether the material you are producing is compelling (and in some cases engaging).

- One advantage of working for a large organisation may be the ability to gain information from the customer service officers; use this information. They talk to the customer every day, they could enlighten you in ways you never knew they could! In fact, spend time on a regular and frequent basis listening to calls. Listen to your customers; see what they want, what the issues are. The information is valuable and best of all, it’s free!

- Have you looked at the different demographics you engage with; have you got a one size fits all because it is easier to do so? Would it be better to look at your customer make up and focus on a solution which is based on that demographics requirement? - There is nothing to stop you from looking at current trends and seeing how they can be utilised for your benefit, but this is not the nucleus of your thinking.

The aim of your marketing, as facilitated by the business, is to make the customer at the heart of the process. Initially, there may be more work involved but the payoff is potentially far greater.

The customer is king and not an afterthought.

The not so small print;

- You can contact me at the usual address,
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