Taking a page from Peter Drucker’s The 5 Most Important Questions You Will Ever Ask About Your Organisation which I posted about yesterday, here is my adaptation of the questions applied to your next marketing/corporate communications activity, be this an ad campaign or a new website:
- What is the point of this activity? And how does it tie in with our mission?
- Who are we speaking to?
- What needs/desires/wants of theirs are we specifically addressing?
- What are the results we want to achieve? How do we know when we have achieved them?
- What is our plan? How does that tie in with our organisational values and brand promises?