3 Signs You’re Leading a Failing Campaign
Three warning signs: an unclear destination, an audience that is too broad, and a team working without alignment.
You don’t know where you’ll be after the campaign
Reverse-engineering campaigns is one of the best practices you can use when creating one. Start with the end, and plan your way back to the present.
You’re targeting “everyone”
If your answer to “Who’s this campaign for?” is “Everyone,” then it’s for no one. Campaigns fail when you cast the net too wide.
Your team isn’t aligned
When sales, marketing and leadership aren’t on the same page about the campaign’s purpose, the result is mixed messages, wasted effort and frustration.
Try this check before launch
Ask everyone involved to answer three questions separately: what result do we want, who needs to act, and what should they do next? Compare the answers before reviewing creative work or choosing channels. If the answers differ, clarify the brief now rather than discovering the disagreement after spending. Put the agreed answers in one short paragraph the team can return to when making decisions.
Brand & Communications Strategist based in Amman. The Rollout shares quick perspectives and practical marketing frameworks.