In every campaign there is a multitude of moving parts and ever changing circumstances and expectations to keep in check so that the wheels do not fall of the wagon. With recent debacles involving shoes, horses and taxis, it goes without saying that effective brand management is just one of the many moving parts that needs to be kept in check, but what is the best way of doing this? One of the key questions every practitioner always needs to ask themselves is – ‘where is the point of failure?’
This question is not to point fault at a campaign, individual, colleagues or client but to help with making back-up plans for when the original plan takes a sharp turn to the left, sometimes things are beyond our control. Having a back-up plan in place or even simply addressing the ‘what ifs’ of a campaign helps to ensure activity keeps on ticking along and allows for a swift and effective response if the proverbial hits the fan.
On the flip side of asking this question, you can run the risk of worrying too much and avoid taking calculated risks that may deliver great results. So how far do you go with mitigating failures while successfully managing a campaign and/or brand? Look at it this way, target the areas you know have the highest risk of running off course:
- Who’s who in the zoo – know who all the key people are for this campaign, everyone from colleagues, the client staff, talent and suppliers. Build a communications flow chat so everyone knows who is responsible for what and if someone is out for the day who is the next person inline to speak with.
- Don’t assume, always check! – before any social media post goes live, image is distributed or interview locked in, make sure you know if there are any specific requirements working with brands and talent… especially brand ambassadors! Find out if they are required to have particular products appear in photos with them (or not appear), the correct title of products and any other does and don’ts some brands have regarding products and talent.
- Back it up – hours are spent on drafting copy, building publicity plans and stockpiling content on servers, but if the servers go down you still need to have access to that all important bank of info. For campaign critical documents it is worth either saving them to a USB stick or uploading them to the cloud.
- Ordering online – purchasing goods and services online has made things a lot easier but it is always good to have another local supplier ready in case of shipping or supply issues. The other issue with online ordering is not being able to see the product before purchase, so make sure you get all the details you can before confirming the order.
- Working with suppliers – every supplier works to a different beat, from the start set out expectations and key deadlines they must work to. Prior planning prevents poor performance!
Ideally every campaign and activity should run smoothly without incident but accidents do happen, keep calm under pressure and remember there is a solution to every problem.