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June 14, 2004
What do we mean by Campaigns?
This entry is a bit overdue. We've talked a lot about this Marketing Playbook system. It has Plays, a Playing Field and Campaigns. So let's explain what we mean by that. If the Play is the strategy, the Playing Field the market and other conditions you face, then the Campaign is the tactical action of running the play down the field toward your goal. These tactics consist of a ton of things, all of these are really choices. Our list includes the product and it's packaging, how it is priced, the positioning and messaging that makes it compelling and different, the promotions you use to drive demand, and the media you choose to reach people with. All of these elements come together to create a successful campaign. The true test of your play.Posted by johnza at June 14, 2004 08:42 PM
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