From the course: Marketing Communications
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Evaluate your inputs
- Your marketing communications program has three key elements or inputs that help you to achieve success. People, time, and resources. Your input should be considered before you begin any campaign. When you evaluate your inputs properly, you're then able to create the right outputs through your communications channels. Years ago, I was working at an agency. I was an account executive when my team was asked to brainstorm a brand launch. We thought about several elements of our campaign from the research and the creative development of the brand to the marketing channels and the kickoff launch event. After creating a plan and detailing the budget items, our director said that our effort wouldn't be successful. We didn't set realistic expectations. She explained our program was far too robust and we didn't have enough manpower to execute it properly. We learned a valuable lesson. Always consider the people who are…
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