So, to get back to the original question. How long before my Marketing Works? My personal view is that a good brand campaign needs a minimum of at least 3 years as follows:• Year 1 to analyse, plan, structure, resource-up and get the ball moving.
• Year 2 is for implementation, further gearing up plus review and refinement.
• Year 3+ is for further refinement and the realisation of the benefits of your hard work.
Benefits will come through earlier but given start-up costs it can be the end of Year 2 (18months) before payback is reached and Year 3 before a satisfactory ROI hurdle rate is made. How many companies are willing, or able, to take a 3 year view of their marketing? Does yours?
Pt1 of this article appears in the May edition of the CCM e-newsletter. You can subscribe to future editions at the bottom of this page.