The purpose of my blogs is to take inspiration from my everyday chores, events, scenarios and try to relate it to those marketing lessons which were once crucial to clear college tests with flying colors. That was back in the post-grad days when tests were taken (simple) and now I am put to test everyday in real business situations (not that simple). Marketing jargon, fancy presentations topped with promising case studies can be an impressive start for your marketing career but you have got to produce results. That is usually the unwanted question or exclamation mark while evaluating your marketing campaign.
One of my favorite dialogues from House of Cards puts it just right…”One has to be smart to know what they don’t know.” So when going gets tough ask yourself what you have been pretending to know all this while because now is the time to actually know it!
This post is about the four pillars of every marketing campaign that are often misused, overused, underused or used for no reason at all. It’s the GOST…Goal, Objective, Strategy, Tactic.
Or more precisely business goal. This is a very long term of view of what the business should become or should accomplish. Goals are meant to be ambitious and to some extent far fetched that can keep the work force motivated forever. for example, the goal of a cooking oil company would be to become the number 1 cooking oil of the world. Even if the brand ends up being the least used cooking oil in its geographical region, the goal will always be same.
When your boss asks the objective behind your strategy…make sure you have a number in mind. That’s right, objective is where you define the way to achieving the business goal using concrete and justified numbers. Taking the above example, when the cooking oil company comes to me with the goal…it expects me (the marketer) to figure out HOW?
So one of the objectives would be to double the sales in one year. If we are presently we are selling 100 bottles we have to increase the sales to 200 bottles. There can be multiple objectives in a campaign. Like in this case, the new cooking oil company might want to achieve considerable brand awareness as a part of this campaign.
This according to me is the most misused word of all! so now you know that growing your business is not a strategy and so is increasing product sales. Strategy is a critical bridge that connects you to the objectives and subsequently the goal. when i say bridge…picture one of those hanging bridge connecting two mountain cliffs and not the concrete modern day bridge just to maintain the thrill of this crucial step 😀
It is true that strategy can make or break your campaign that’s because it answers the very important WHY? Strategy should answer why you are doing what you are doing and if the answer is not aligned with your objective and goal…you know what’s wrong. For example, sampling would be a good marketing strategy for increasing the sales of cooking oil. And so would be reviews by influential cooks and food connoisseurs. Strategy constitutes multiple steps that individually and all together contribute to coming close to the goals.
Tactics will take you to the white board and multicolored excel sheets. That’s because when you are working on your tactics you need every little detail to action the campaign. If the cooking oil company plans to use sampling as a strategy to let people try out their product for free, the tactics would include the plan of action to make this happen. For example, where to give free samples – malls, hypermarkets, mini marts ,etc. key locations to target, number of stalls and other minute details.
Hope you have got the GOST figured out now and with the basics in place the result will be… YOU ON TOP!!