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:

  1. What is the point of this activity? And how does it tie in with our mission?
  2. Who are we speaking to?
  3. What needs/desires/wants of theirs are we specifically addressing?
  4. What are the results we want to achieve? How do we know when we have achieved them?
  5. What is our plan? How does that tie in with our organisational values and brand promises?