Be sure to start with a persona for reference. A persona is a fictional character that represents your ideal customer. Go ahead and give your team some license to be fun and creative with the persona to spark clever ideas around the customer at the center of all marketing experiences. This is to say - "Don't worry about getting the persona perfect since step 5: Measure Performance will reveal your actual customers over time
Once you have a persona in mind: Name, Age, Location, Lifestyle, Need, then you can build a journey map. Need ideas for consumer journey maps? No prob. I got you. Over the last couple of years I've collect 80 or more versions at this Pinterest board for you: Library or examples
Don't let all of the fancy buzzwords and graphics freak you out. Journey maps simply organize a bunch of Post It notes into a system that outlines key steps in your customer's journey and the best channels, tactics or touchpoints to connect with customer attitudes.
Identify the standard tactics or executions that you or your agency can consistently execute to provide rich experiences for your fans, advocates and consumers. Any tactic will work as long as you can measure it's performance consistently. Go for what you know here: TV, Print, Radio, Email, eCommerce, Social, Mobile, Games, Sweeps, everything is fair game as long as it's consistently measurable.
By now you've got a good idea about how your favorite persona engages with you across a number of touch points and channels. Now you want to craft a narrative that brings all these pieces together under a single idea. Each place that an audience can engage with your brand should lead them back to the full story. You can think of each touchpoint as a tributary of a river all leading downstream to body of your brand's work. Be savvy. Be Creative, Be Entertaining.
Here's where it can get tough. Executing the creative. Not all creative is equal and only the best can weave the narrative from Step 3 into a universe of awesome for your audience. In Step 4, it's all about the idea and the production value. Lot's of sayings come to mind here, like "you get what you pay for" or "garbage in = garbage out". Work with savvy creatives or agencies or else you'l end up with a TV spot regurgitated into banner ads and generic social assets.
Remember those consistently measurable tactics that we spoke about in Step 2. Be sure that you measure each tactic in the same way each time. This is not to say that all tactics are exactly the same. For instance TV spots can be measured by "GRPs" and "engagements" while Social Posts can be measured by "shares", "likes" or "engagement". What's important here is that you don't measure everything differently each time. Make a chart or something where you outline how each tactic will be measured. That way you can roll them up into a real time dashboard at some point.
If you follow these five strategic steps then you'll have a relevant campaign that consistently delivers a strong story in a relevant way that leaves a lasting impression on the audience that you're engaged with. Most of all, you'll be able to measure your performance and improve upon each campaign as you go forward.