The Flywheel / Marketing / 11 Campaigns
Campaigns
Take the message and the gift to the people whose behaviour started it, not to the old sales list.
The tool for this step
The Lighthouse
Go where they already gather. Take the message and the gift to the places the trend's people already gather, told by people like them, and count who takes the gift and answers.
What it is
Campaigns takes the message and the gift to the places the trend's people already gather, not to the old sales list. The Compass already knows where those places are.
A campaign is honest and peer-to-peer: the story of a hero, in their words, told by people like them. You count who took the gift and answered, not who saw it.
How to run it
What you produce
The Lighthouse: go where they already gather. Take the message and the gift to the places the trend's people already gather, told by people like them, and count who takes the gift and answers.
Examples
Where the paper people are
The letter was not advertised to the company's existing customers. It went to paper-journaling and snail-mail groups, told as the story of one reader and her kitchen, and shared first by the people who had tested it.
Where it goes wrong
- Buying reachAttention you paid for leaves when the budget does. The trend's own community stays.
- Telling the company's storyNobody shares a company's story. They share a person's.
- Too many placesThree places done well teach you more than twenty done thinly.
- Counting viewsViews measure the campaign, not the people. Count who answered.
What it hands on
The Roundtable answers everyone who answers.