An Executive View of Campaign Strategy & Planning

Joining us for today’s show is Randolph Carter, the VP of Marketing in North America for Rentokil. Randolph answers questions out of SBI’s 2018 Workbook to share his deep knowledge of campaign strategy and planning. To follow along flip to the Marketing Strategy section and turn to Phase 6, Campaign Planning found on pages 264-269.

Today we are going to demonstrate how to capture the attention of customers and prospects through campaign strategy and planning.

Why this topic? Every market has a “sweet spot.” Campaigns and campaign budgets generate revenues when focused directly at this “sweet spot.” Campaigns that are not hyper-targeted do not. To generate a return on marketing campaign dollars requires a clear objective, timeline, budget, accurate lists, correct media mix, and compelling calls to action.

Randolph brings a wealth of experience from his role, heading Rentokil's expanded marketing efforts across all of North America. Listen as Randolph demonstrates how to build a marketing campaign model that will drive revenue growth and help you make your number year after year.

In the first segment of the program, Randolph shares his own experiences and evolution in building marketing campaigns to demonstrate their significance in company expansion. We begin with discussing objectives and logistics for a new marketing campaign.

This dialogue delves into specifics on the ideal objectives, timeline, budget, and results of a marketing campaign. Randolph gives specific and detailed advice on managing every aspect of the campaign, with examples from his years of experience. He discusses the importance of sales enablement for the campaign budget, and the importance of working alongside the sales team. Randolph then delves into the topic of addressable markets and methods for targeting those markets. He discusses the importance of focusing in on and monitoring addressable side markets that have the size and potential for growth.

We're a company that's growing both organically and through acquisition but our key target, as I say, is growing organically. There are lots of ways of doing that and the marketing campaign is certainly one that's gaining in importance for us over the last couple of years. We do two to three campaigns a year, and they last three to four months each. The key is sitting down and working with the sales team, so that it goes in our plan and in their plan.

The budget we break down into marketing and sales enablement. On the marketing side, we're looking at pay per click. We build that budget overall and we say to the sales team, "Okay, what do you think you can achieve in order to get sales growth?" and then we measure the return on investment on that incremental sales growth.

We segment our markets by industry type, then we sit down and talk to the sales team. It's very much a process hand-in hand, but we look at which segments we've got a compelling offer from and where we think there's a sizable and big enough offer for us to go after. Once we've got that first segment identified, we think about the sub-segments or groups with in it. We focus in on an addressable side market that's got size, scope for growth and where we have a winning proposition.