At Ambit Creative Group, we have worked with countless clients that come to us with specific project guidelines in mind and walk away with something completely different. Sometimes a 5,000-count postcard mailer will turn into a 500-person email campaign with completely different message. As part of our service to clients, we ask a multitude of questions and thoughts to consider before starting a new project. Today, we’ve compiled the top questions to ask before you move forward with your next campaign. Answering these questions prior to beginning a project will save you a lot of time and headaches and ensure that you’ll get the best return on your dollar.
What is the end goal?
It might seem a little odd to get started by talking about the end result, but that’s where you need to begin. It’s easy to focus on the logistics of the project, but before you have your heart set on printing 2,000 flyers, you need to think about what you want to actually happen as a RESULT of those flyers. What is the purpose of the campaign and what do you want to accomplish through it? Do you want to drive website traffic, drive sales for a specific product or send qualified leads to your sales team? Start here and then continue on to a few more important questions to consider.
What is the audience?
Now that you have an end goal in mind, you can start to think about how you’re going to get to that point. Now, you can think about the audience that you’re going to reach, which will help guide the project. For example, if you are targeting the parents of teenagers vs. teenagers themselves, you might want to do a mobile campaign for the younger generation and a direct mail campaign for the elder generation. And, consider things like how broad of an audience are you going to target? How will you segment the audience? With Ambit, we help you pinpoint the specific demographic of who you’re going to reach and can narrow down your campaign to elements like geographic area, age range, salary range, profession, etc.
What is the message?
Now that you know WHO you are going to deliver your campaign to, it’s the time to think of the message. At this point in planning, you don’t need to craft the full creative, but just think about what information you want to share with them. Is it more visual or tactile, do you have a lot of information that needs to get out there or just a few specific bullet points? Having a grasp of the messaging up front will help determine the best way to deliver that content.
What is the budget?
And, finally the last ever-present question that you need to consider…How much do you want to spend? Whether it’s a range or a hard number that we need to work with, we’re used to helping clients determine the best option to fit their resources and get them the best return on their investment. Don’t get into a mindset to print 10,000 brochures without knowing the cost beforehand to make sure it’s within your budget. Printing projects have a huge range in terms of cost and we can help figure out the most economical way to accomplish your goals, even if it might not be what you originally had in mind!
Ok, now that you have considered the above four questions, you’re now ready to discuss the logistics of the project. With this information, our team at Ambit Creative Group will work with you on the nitty gritty of how to deliver the message to the right audience and ensure an effective ROI. Contact us today to discuss your project!