Planning Initiatives: Part One
Frequency & Amplitude
The frequency and amplitude of messaging needs to be managed together. It is very difficult to craft a single message vehicle (press release, social media post, etc.) in such a way that the single vehicle drives the successful campaign. No matter the nature of the message (sad, happy, etc.), one-and-done has a very low likelihood of success. On the same token, multiple vehicles deployed in sequence which lack points of interest or compelling narratives, are equally likely to fail in the goal.
The trick is developing a campaign of complimentary message vehicles where each contains some elements of interest or incremental narrative value but does not “give away the farm.” This allows them to be used as part of a multi-vehicle campaign with a scaled and strategic goal set.
Simply put, develop a pattern of delivering compelling presentations of message and narrative value on a semi-regular basis. Also, randomize submissions as it will help your vehicle look less like an organized campaign which detracts from valuation. The goal here is to trigger and then manage ongoing interest until action becomes possible.
John Christopher Anderson is partner & CEO of Momenta Creative. With a leadership background at major media companies like AOL and National Geographic, Chris steers the vision of our company. His keen intellect and dedication to market research makes him an ideal project manager.