Imagine your marketing campaign as a plane

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

Imagine that your marketing campaign is an airplane…

The goal is to make it fly so firstly  you have to focus on the most important parts. You won’t think about the passenger seats if you still haven’t constructed the wings it needs to fly. Let’s assume that you’ve built the most important elements and your plane flew. But it doesn’t look very good, its aesthetics are not perfect, it doesn’t have what other complete airplanes have, simply because you didn’t have enough budget to complete it, however – it flies…

A STORY FROM WORLD WAR II…

During the World War II, a statistician Abraham Wald had a duty to bring the loss of bombers to a minimum. Based on the damage of the planes that have returned from the battle, the Center for naval analysis in which Walden worked estimated which parts of the planes need to be improved in order to enhance their chance to survive the next battle.

Wald noticed that the improvement plan is made based on the damage of planes that returned from the battle, i. e.  It’s estimated that the damaged parts should be improved, although the plane successfully landed to the base.

Wald noticed that, for better security of the plane, it’s actually necessary to reinforce the parts which remained undamaged because obviously those are the parts without which plane wouldn’t return to its base.

LET’S GET BACK TO THE PRESENCE…

Try to apply this story on your marketing campaign…

Let’s say you have launched a Google campaign and that it gives certain results within the limits of your available budget. But you’ve read that Google offers new functions, you’ve read all the tips & tricks about the color of CTA button (check out the blog Can you trust the studies); all in all, you have found so many new things you would add to your campaign because that’s just the thing it needs to be complete, just as the holes on returned bombers looked like crucial damaged parts.

At the same time while you are trying to create an ideal campaign and to apply all of the advices you’ve found in online tutorials or heard from experts on conferences, you forget what makes your campaign “fly” in the first place…

You still don’t cover more than 50% of relevant Google searches, but you want to activate Gmail ads.

You would like GIF ads on Facebook, but you still haven’t defined a clear visual identity and the optimal frequency of posts on your Facebook page.

You would like to rent half of the billboards in the city and to launch a two-week TV campaign, but you don’t have enough money to advertise your product continuously for the rest 11 months of the year.

Instead of making sure that your plane flies safely, even if it’s damaged, you patch the holes that represent pure aesthetics at the moment, or, using business/marketing vocabulary – you are boosting the brand’s ego without a clear calculation for its future…

If you want a long-term business strategy and a marketing campaign that won’t be a waste of money, firstly cover those parts you need for a fast and the easiest “flight” and because of which, by the end of the campaign,  your plane won’t crash…