Think . Plan . Do
Wait. What? Think? Plan? Do?
“Is this a joke? That sounds really simple.” No. It’s not. It is simple. But not easy to accomplish. I will show you how to get it done.
These 3 words are beyond just words. They are a mantra. They represent discipline. They symbolise rigor. They transcend creativity.
Think – “what, why, who, when, where and how”
6 famous questions that ignite from curiosity or the quest for answers. But really… How often do you ask yourself that when planning a campaign (why)? Or sending out a brief (what)? Basic questions- but hardly implemented. As many amazing ADs and campaigns that are out there; there are a lot of trashy ones too. The choice of ”medium” (where) is the same. The ”eyeballs” (who) belong to the same people. Consumers get tired over time (when). It all begins with the “think” of a marketing campaign, and how honestly the questions and objectives are answered (how). Yes, brainstorming is a form of thinking.
Allocating 30% of the total project time to this process helps eliminate errors and miscommunication. It creates for more effective and efficient execution. Don’t skim through this process.
Plan – “write, assign and tick ✔️”
Plan requires the most amount of discipline.
Step 1 – take a piece of paper (yes, you heard me right.)
Step 2 – write down everything you need to do (big or small)
Step 3 – arrange them in priority
Step 4 – assign 3 deadlines
Step 5 – draw a box next to each item
Do– “it’s all in the action”
Now for the best part, check off the boxes. After the first two processes, we end with a small word- 2 letters and yet it demands for great courage. “To do or not to do”- often heard in the marketing department ending with ”let’s just do a better version of a competitor’s campaign.”
Fret not. If “think” is done correctly – solutions with options will be presented. Researches would have been done and inspiration would be abundant. All that’s left is: ”DO”.
A failed campaign provides data. It allows for comparison. If one starts with a successful campaign, how would one ever be able to recover from a failed one?
“DO” means to carry out or to act. Do try the solutions you brainstormed. It is crucial to let go when the results are not optimal and move on to the next idea.
Have fun with making the list and checking the items off and getting more productive and effective!
Till next time…