Doc Smith’sQuestions for AnswersA Digital Marketing Campaign checklist.

About your companyWho the hell are you guys?What are your skills?Why in blazes would anybody want to hire you?What’s your claim to fame? Or not? Is there a company philosophy?What are your intentions and method of

approach for the client’s problem?

Your understanding of the client’s business

Can you fill up this chart accurately?

Address the client’s brand and productWhat are customers’ impression of

the company brand and the product(s) brand?

What kind of image does the product have?

What are the unique product attributes?

How can these be exploited in marketing?

Who are your client’s customers?Are they loyal?What demographic do they belong to?Can they be classified according to psychological

profiles?Are there other consumer groups that should be

targeted?

Crafting the messageCome up with the statement for the marketing

campaign in one sentence?Explain this to a total idiot and see if he or she

understands.Come up with a slogan for the product / service

you are going to market.Can you defend or even answer why this

slogan is apt for the product?

Pump up the hypeSo what are the product points that

can be made into news stories? Breakthroughs, unique features, etc.

Can you spin at least eight story ideas based on the product?

What feature do you think is the most important and should be exploited the most for publicity?

Show your client the grand plan and the toolsThis can be an overview of all the

digital marketing tools involved. List the tools on one side and the

respective purpose on the other.Don’t forget to show how it can dovetail

with traditional media and plain old launch events.

The Web site Explain why the product deserves a

micro site. What are your recommendations for

the content? How are you going to build and

maintain the site? Show the mockup you’ve lovingly

slaved over. Explain the rationale for the look and feel.

What other interactive features will you be proposing??

Search Engine Optimisation What do you think should be the

keywords and why? What should the meta tags and

description be? What sort of click bait can be built

around the keyword to take people to the site?

What sort of content will be based on the click bait?

Where will you get the inbound links from?

Those bloody bloggersWho will you get to blog for you?Why them?How are you going to get them to blog for

you?

What about an app? App development can be quite

lucrative and so business people would love to tell others that they have an app going. However, the app has to be useful for the product owners and not just a digital version of the brochure.

Talk you client through the intentions and functions of the app.

Did you find out the cost of producing the app?

Facebook1.44 billion monthly active users1.25 billion mobile users936 million daily active users798 million mobile daily active usersExplain your choice for the advertising

perimeters on Facebook.How do you use Facebook for

marketing>

InstagramWhat sort of pictures can you feature?How can you use Instagram for

promotions?

Don’t forget TwitterStill good for short messages and shout outs.

ImagesWhat sort of pictures can be sent out?What sort of pictures or videos would be good

to receive from consumers?

VideosWhat about channels like Youtube and / or

Vimeo?What sort of videos would you recommend be

created? How can this help the marketing efforts?Can you give some ideas of concepts?

Get the end users involvedHow can you make user generated content

happen?

Don’t forget traditional mediaYou can recommend things like radio, TV and

newspaper advertising to your client but it’s best to how to integrate this with the rest of the campaign.

What are your reasons for choosing these platforms for dinosaurs though?

The big eventWhat’s it going to be?How will the social media tools drive users?

Put it all togetherUsing a Gantt chart would help.

How much?Probably the most difficult slide to

show clients.What’s all this going to cost? Actual costs can be gotten off the

media owner’s websites.

Restate the big ideaHow will all this effort and money benefit the

client?What’s needed to make this work?Decide on action items.