In one of my first marketing jobs out of graduate school, I learned the ins and outs of planning, executing and evaluating marketing campaigns. I worked for a retail credit card company, and they didn’t do anything that didn’t produce results.
All of our campaigns were well-documented from beginning to end. We were required to do data analysis, identify which consumers were to receive our campaign materials based on specific criteria, establish parameters to measure success and track budget dollars to a T.
Along with tracking the quantitative results, we also conducted a campaign postmortem, in which we considered the following three questions:
What worked well? Think back over the campaign process, from the inception through execution, and document what worked well. Did the message product the results you had hoped to reach? Are there components of your process that worked really well? How did the overall finished product meet your expectations? Did you discover a few short cuts that saved money, kept the project on time or produced above-average results?
What didn’t work so great? What delays or hang ups did you encounter along? Were there any glaring mistakes made? If so, what were they? Did you run into any unplanned situations? Make note. You definitely don’t want to repeat them down the road.
What would you do differently next time? Knowing what you know now, if you were to do this campaign again, what would you do differently? If there were things to avoid the next time around, write them down.
By simply using this thought process following each campaign, you’ll begin to develop a cadence for executing future marketing events with greater ease and producing better results. So even if something seems like a small glitch, it could turn into a best practice. Continually refining and implementing best practices will eventually transform your marketing campaigns into a well-oiled machine.