View more on these topics

David Shelton’s business tips: Planning a marketing campaign

David-Shelton-MM-Peach-700.png

It is important marketing campaigns are planned to a fine level of detail. Investment of time at outset should improve returns as well as make your marketing more accountable. Campaigns can include any activity from enquiry generation using mail shots or advertising, through to invitations to seminars. This universal checklist will make sure that nothing is missed and should be applied to all campaigns: 

  • What are you trying to achieve?
  • What is the activity about?
  • Who are you trying to influence?
  • What do you want them to know?
  • What do you want them to do?
  • How will you communicate?
  • When will this happen?
  • Who will do the work and what will it cost?
  • How will you know if it has worked? 

The best way to see how this applies to your business is to take your most recent marketing activity and put it to the test. If there are gaps in your planning then a more thorough application of the checklist for the next campaign should improve responses. 

David Shelton is a consultant at Stoke Bishop Associates

Recommended

1

Is Steve Webb under threat from Lib Dem polling crash?

Pensions minister Steve Webb may face an uphill battle to retain his seat in the Liberal Democrat stronghold of Thornbury & Yate after a Comres poll predicted support for the party in the South West is set to collapse. Webb was elected in 2010 with a majority of 14.8 per cent, and polls conducted by […]

Altmann-Ros-2010-700x450.jpg
11

Conservatives to appoint Ros Altmann consumer protection minister

Ros Altmann is to be made a peer and appointed as a minister responsible for financial consumer protection and education, if the Conservatives are in government after the election. Altmann’s first task will be to lead a review of the pension reforms, including the future of the Money Advice Service and whether a charge cap […]

Business-Handshake-General-Hire-Appointment-700x450.jpg

Bellpenny adds £31m in assets with latest advice firm deal

Bellpenny has agreed a deal to acquire the business of Winchester-based IFA City Wealth Management for an undisclosed sum. The acquisition adds £31m in assets under advice and sees 100 active clients transfer over to Bellpenny. City Wealth Management adviser and director Andrew Gibson will not be joining Bellpenny, but will work with Bellpenny to […]

Rees-Adams-Sam-MM-Peach-700.png

Sam Rees-Adams: Mastering the art of communication

Financial planning, like any other people business, relies on communication and the power of the exact words you use should never be underestimated. The planning process affords many different opportunities to communicate with clients, both verbally and in writing. Some forms of communication you have complete control over (website, client brochures) while others have information […]

Newsletter

News and expert analysis straight to your inbox

Sign up

Comments

    Leave a comment