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 program design
what is it?
A marketing program is usually focused on one specific goal. Perhaps you'd like to increase penetration in a certain market segment. Maybe your direct mail isn't pulling hard enough for your inside sales team. Perchance your merchandising materials don't quite match your advertising. Whatever the issue, we'll help you design a marketing program that will successfully address your key concerns.
what does it involve?
- Goal setting The most important part of program design; we need to know what it is you hope to achieve.
- Measurement definition What are the "numbers" we're looking to affect? What are all the variables? Improvement requires measurements that describe results. Measurements require systems. Systems require structure. What structures are in place or need to be in order to understand progress toward this goal?
- Resource allocation What can you put into the program? What's on the table? What's out-of-bounds?
- Results bracketing What is the best end-case scenario? What's the worst? What's the minimum acceptable result? Understanding all possible outcomes at the beginning of a project helps in the preparation of contingency plans.
- Project blueprint and timeline The "how" and "when" of the program. Detailed, step-by-step process documentation so that all the players know their parts.
- Implementation plans This part gets left behind too often. This is where we make sure that the people who are going to do the work usually your marketing and sales folks, sometimes the whole company understand the project blueprint, their roles, and all the details of how to execute.
- Debrief When the program is done, we all must sit down and understand what worked well, what worked OK, what barely worked, what didn't work and what was actually harmful. In order to learn, we must make and reflect upon mistakes and missed opportunities. Without thoughtful follow-up, you lose the chance to gain a most precious resource; wisdom.
why do this?
You have to do this. Programs are the heart and soul of marketing. If you're just doing random marketing stuff
well, you probably need to check out our strategic marketing services. Sound design is fundamental to successful, beneficial marketing. Without good program development your marketing is essentially random acts of hopeful spending.
Imagine a number of musicians all playing their instruments simultaneously. If they're playing the same piece, and at the same time, and in the same key you get a symphony. If they're all playing different songs, in different tempos, and in different keys you get the picture. That's marketing without programs lots of instruments, maybe all playing well, but not really working together.
why do it with sanestorm?
To continue the metaphor, we're good at conducting an orchestra. We'll help you choose your musical program, rehearse together, set a concert date and fill the hall. We'll even make sure that the reviews are positive (see our public relations services).
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