When planning marketing campaigns around events like festivals, conferences, or company roadshows, marketers often have the luxury of a long lead time. Many of these events recur annually, meaning that marketing activities can be aligned around them over six or more months, to develop and implement a holistic campaign.
In reality, organisations rarely have the luxury of time when planning a marketing campaign for one-off or ad-hoc events. Such events may need to be organised and executed very quickly, giving marketing teams a few weeks at best to plan marketing materials. It becomes important to react quickly to squeeze lead-up tasks into a tight time-frame.
Often traditional marketing methods fall short. At Aprimo we’ve found that conventional processes are generally inadequate to support the rapid mobilisation of resources and the quick turnaround needed to meet a tight deadline.
To develop complete marketing campaigns within the short lead time of an impending event, marketing teams need to look beyond traditional tools and deploy new methodologies. This helps teams keep up with the complexity and volume of the marketing campaign materials that need to be delivered on short notice.
The need for speed
There are at least five key agile marketing traits that should be adopted by marketing teams to make sure they can mobilise swiftly in preparation for new or hastily-organised events:
1. Be transparent
Full visibility can make marketing spend more trackable. Make sure the marketing team can see the highest-performing channels in real-time. This way, they can gain a better view on return on investment (ROI) during the campaign activity itself, rather than after the fact. Campaigns can be amended as they are rolled out to maximise the elements that are working well and minimise those that are not.
2. Be interactive
Agile marketing operations are streamlined to reduce processing time and eliminate review-and-approval bottlenecks that cost both time and money. This agility helps to create an environment where marketers can get more good ideas from more people and innovate faster.
3. Anticipate needs
To be agile, marketers should not only focus on what customers want now, but also keep a close eye on their evolving expectations. Being able to identify and understand customers’ needs, and having the tools to change quickly to meet them, are vital to get ahead, and stay ahead, of competitors.
4. Be responsive
Marketers should try to respond to customers in ways that resonate best with each individual, if to ensure sales and marketing messages remain relevant, whether communicated via mobile, social media, or even print. It is equally important to respond to customers in a timeframe that suits them best. This may require the tools and ability to communicate in real-time, or it might mean marketing teams wait for a week before making contact or sending a message. Always ensure messages are informed, relevant, and timely.
5. Act in real-time
Real-time adaptation to opportunities and market changes is becoming a major element in today’s marketing landscape. Marketing analytics and data management let marketers adapt campaigns to the market very quickly.
As marketers, it is important to adopt an agile posture to better meet tight deadlines and maximise engagement with the sometimes-sporadic event calendar of the region and sector. Agility is increasingly important for marketers in all areas of industry. And once this mindset is achieved by marketers and their teams, the required changes in technology and methodologies will follow.