Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Running a successful campaign offline is a great work for many. I have been asked severally why I think most campaigns do not achieve their aims. I do think some of the reasons for this include the reason, wrong strategy and lack of appropriate planning as well as targeting. Running a campaign offline is hard, but challenges associated with running a successful campaign online may be much.According to an online report, it may be easy to affirm ‘internet is the most accessible and possibly your biggest, most valuable resource’. The reason is because it reaches people of all ages, cultures and regions and it is a place where you have a lot of freedom to be creative with your ideas. With the arrival of sites such as Facebook, Bebo, MySpace and YouTube, the online world has fast become a tool for quickly spreading news/messages. Internet and web 2.0 can be used to create a large network of support for your campaign. It can be very influential if used to its advantages.
But before we go into that, let us examine what a campaign is. A campaign is seen as a series of military operations intended to achieve a particular objective, confined to a particular area, or involving a specified type of fighting. Another opinion of campaign is it is an organized course of action to achieve a particular goal. Let me bring the definition to a close by saying campaign is a series of actions advancing a principle or tending toward a particular end. From the foregoing, campaign that will be successful must aim at something, have a time line, have an audience in mind and must desire a change of action towards a particular course.
Someone may say that is easy. But like branding, it is a battle for the minds. Changing mindset about anything is not an easy task. Do not also forget, change is the most difficult things for many people. I like the way an online writer states it ‘Changes do not happen overnight. If you want something to change, you have to show passion and commitment’. I do think this is where many get it wrong. They desire changes through campaign but are not willing to commit to it. A brand that desires changes must show passion all through. Catch fire and others will watch you burn is a popular cliché. Below are ingredients that will guarantee success or failure of online campaign.
Clear goal: this must specify what the name of the campaign is, what it aims to achieve, time line for every action steps you will take, who will be the point person for the campaign, measurement parameter, state process of online assessment and when to change tactics or communication media. Do not forget successful campaign optimization is the result of monitoring and feedback. Anything outside this will lead to colossal failure.
Target: Be able to describe the audience precisely. All the team members must also understand this.
Know what the facts are: be sure you understand all the facts in the campaign process otherwise some things may go wrong along the way.
Campaign Media: proper understanding of what will work is essential. Not every media will work in specific situation. Media tactics have to be the right one that works fro you and the target. Copy and paste will fail if the context is not the same. Channel optimization must also be included. There is need to also assess cost of each communication channel so you do not end up running into budget deficit fast.
Know the limit: every campaign has its own limits. Understand campaign SWOT analysis so you know what constitutes the odds.
Right budget: Every campaign needs appropriate budget. If you are not ready, do not start. Without right budget, things go awry.
In all, do not forget to be social. That is the dividing line between offline and online campaigns.Can you share your brand experience and success achieved?