Campaigns are all about a methodology that produces a win. It does not matter whether it is a marketing campaign, military, political, fund raising, branding, customer loyalty or a big sale: the bottom line is the same did you win or lose? How you get to the win is where the strategy comes in.
The series of steps, interwoven activities, milestones and planning are a kind of a puzzle. Unlike a simple sale where there is little that leads to the exchange of dollars, campaigns often begin with a battle for the mind of those involved in the objective. Campaigns are process driven machines that not only consume energy but create energy and drive results.
Within each campaign, there may be multiple sub campaigns that are occurring sequentially or simultaneously. There are many moving parts at any given time all tied together with the central objective and focus on the win.
Right now, we are witnessing political campaigns for the presidency of the United States. If these were dissected, we would find that they are a lot like any business campaign. Like most business and military campaigns even once the prime objective is accomplished the campaign has a long tail of after effects that are set in motion during the campaign. Effects may be either good or not so good.
Great campaigns bring long term value and results because the machine and all of the energy does not cease when the objective has been won.
This month, our series “Campaign Strategy” will explore the components of campaign strategy – what works and what does not and how to make campaigns work for your business.