When helping a business develop a campaign, I see people get “strategy” and “tactics” confused all the time.

“What’s your strategy?”
“Facebook.”

Huh?

Even worse, I see people completely forget to set objectives for their campaigns.

“What do you want this campaign to do?”
“I’m not sure.”

(-stares-)

And the biggest problem is that they’re not mission-driven in what they’re aiming to do.

“Why are you doing this?”
“Revenue.” “My boss wants me to.” “To get attention.”

Yikes. I can’t remember the last car dealership commercial I saw featuring the general manager in a starring role and thinking, “God, I’m glad I saw him on TV this morning.”

Throughout the next few posts, we’re going to talk about setting up a campaign that:

  • Is MISSION-driven (when you communicate your “why,” you can make your idea customer feel something),
  • Has a detailed OBJECTIVE (you might know this as a SMART goal; we’re going to make your results more defined),
  • Uses STRATEGY to find an audience with efficiency,
  • And is implemented with TACTICS that match the three items above.

After all, tactics that aren’t chosen strategically, that don’t help you meet your objectives, and don’t help you align your message with your mission, well, they can’t help you make the MOST out of your campaign.