The driver’s seat

On my mid-morning commute yesterday, I found myself behind a small white car whos’ back window neatly displayed a large red “L”.  My immediate reaction, whilst gearing down, was to move slightly right to see if there was an opportunity to test the power of my engine and swiftly pass the learner driver.  With on-coming traffic I slacked down and resigned myself to observing a new driver observing the rules. A few kilometres down the road I found my opportunity to turn left whilst the white car was still pulling up the handbrake and checking their blind spots. Not before long I was again trying to peer beyond the vehicle in front of me who was clearing navigating a delivery app and had their attention focussed on trying to find the address and not on the road. Both drivers frustrated me, one because of their meticulous attention to the rules, the other for their disregard.

Marketing campaigns can often be like my morning commute. Frustrating. This is because different people are trying to achieve different things in the same space.  Campaigns, like travelling in a vehicle, seek to move consumers from point A to point B. The movement might be a call to action, a branding exercise of lead generation. In my experience, when you can successfully direct all the vehicles and drivers at the same time, reaching the destination is far less frustrating.
Campaign management is an essential element of any successful campaign and is often one of the first budget lines that is interrogated at client level. As a specialist agency, MediaHeads 360 offers turnkey client solutions, and our Campaign Managers are always key to the successful execution of the campaigns we run. Understanding the full value chain allows Campaign Managers to know when to change gears or to stay in their lane.
The obvious role of campaign management is co-ordination and organisation. In multi-layered campaigns that involve several types of messaging, media and platforms, the Campaign Manager actively pushes and pulls the various elements and stakeholders to make sure everything and everyone is on the road at the right time, and they all know where they’re going. It seems obvious, but multiple vehicles and multiple lanes can quickly slow down to a crawl with very little progress. In our experience, having a single point of communication for all participating brands and people in a campaign ensures effective flow, maximises productivity and reduces confusion.

Campaign Management is Budget Management. Understanding the total budget and the allocation of resources in a marketing campaign is crucial to achieving the client’s overall goal. Because the media and marketing environment is faced paced, fluid and ever changing, the ability to make an operational decision that reallocates budget and doesn’t require additional budget ensures agility and performance for the financial investment made by the client. Accurate budgeting and reporting also builds trusts with clients and is a non-negotiable when reviewing the performance of any campaign.

Time and Timing. Campaign Managers know when to push or allow leeway and they understand the time sensitivity of marketing campaigns. All campaigns fit into bigger marketing strategies and time adherence is key to the overall brand strategy across the different planning quarters and financial year management. Effective time management drives planning and execution and good time management will also, quickly, flag any elements that are behind schedule or missing. When deadlines are adhered to, everything works better and there is less opportunity for something to go wrong.

Campaign Managers are responsible for communication, A critical element in any campaign is ensuring everyone knows what is going on. Campaign Managers deal with clients, media platforms, campaign contributors, audiences, personalities and support structures. When any information or input changes, different people need to know so they can react accordingly. Good campaign management involves seamless communication. Poor communication heightens the potential of failure and frustration.

Campaign managers understand the different channels and audiences. Do we have the right medium, channel, presenter, content and social platforms.? Are we speaking to the audience in a real, relevant and authentic way. Are we best connecting the brand, the content and the audience? Campaign Management is about understanding the brand objective, the purpose of the platform, and the needs of the audience. It’s about the mass appeal and the nuance of the message.

Not everything goes as planned. Adaptability is the ability of a good Campaign Manager to make issues an ‘non-issues ’, and still achieve the results required. Adaptability requires agility, understanding, clear perspective and broad strategic understanding. Adaptability also knows when to accept changes or stand firm.

Effective campaign management is about analysis and reporting. What were the key elements and goals, how did we set out to achieve these goals, what were the stumbling blocks in achieving our targets effectively, how did the budget perform and what are our recommendations?  It is essential that clients are able to clearly understand the key outcomes of a campaign and easily judge the success and effectiveness thereof. Good campaign management offers this layer as a key service and essential marketing tool.

The MediaHeads 360 Team Campaign Managers thrive in delivering results and improving campaigns. It is a service that we have refined and developed while delivering exceptional brand messages over several years. Whether you’re a learner driver or lost in delivery, let us keep you in the driving seat!

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top