With small, time-bound goals, you’ll soon know whether your campaign is performing as planned. If you notice early on that it’s falling short, you can make small tweaks rather than getting to the end of the campaign and realizing it missed the mark.
Lee Lawrence, creative director at Brand New Day Marketing, suggests a few steps to take when you aren’t meeting goals. “First assess what’s not working and try to understand why it’s not working. Then you can make the necessary changes. In the end, the consumer is the boss. If they’re saying something’s not right, we need to find out what’s not right, go back, do that pivot, see how we can evolve.”
Keep in mind that a problem could be something small but impactful. As Lawrence explains, sometimes there’s a simple fix. “We’ve gone down a path and created a beautiful email campaign or website, and metrics show it’s not doing well. It could be as simple as a button not being in the right place, so users are not connecting because it’s not formatted properly. Once you get those analytics, go back and revisit the chalkboard.”
Making incremental changes and then following the data to make sure they are effective builds the strength of your campaign and helps educate you and your creative team about what works for your audience — which may be things as subtle as button placement. The experience can help your creative team head into the next campaign with proven strategies and confidence.