Don’t Fall in Love with Your Campaign

You know what it’s like.

The words leap from your mouth. Eyes widen. Smiles broaden and the room comes alive. And as the heartbeats quicken and the enthusiasm begins to mount, you know that THIS project is going to rock. A love affair is beginning, and yet you don’t even notice it.

When we turn our attention away from strategy and planning and take a deep dive into implementation, the challenge is to maintain a focus and direction – to guide and channel the creative energies of your team. After all, we all have ideas; and we all like to “contribute”.

And when it comes to digital projects – whether you are considering a web based advertising campaign, a social media activation of some kind, or even building your own community – you will never find yourself bereft of ideas. But if you want to drive success for your project (and I am sure you do), you need to focus on simplicity – and the best way to do so is to focus on your market. Think about the PEOPLE who you will invite into your campaign or project. Think about the value that they will find, be surprised by, and share. And one of the best ways of doing this, is by STOPPING a focus on functions and functionality.

Ashley Ringrose shares these 15 tips for growing a community courtesy of Ben Huh from I Can Has Cheeseburger. And while the focus of the article is on taking communities to a new level, the same applies to almost any team-based endeavour. Think particularly about your next digital creative project or any Enterprise 2.0 efforts that you are considering (or engaged in), and then read item 5:

5. Stop Engineering and Start Thinking About the Market
People who work in the technology industry tend to over engineer things. Don’t complicate your problems, simplify them. If you need to add a commenting system to your site don’t build it from scratch, download one. Whatever you do, do it quickly.

To an extent, we all fall in love with the projects we work on. Just make sure you don’t overcomplicate it. Keep it simple. Let it connect. Because in the end, true love isn’t about you, it’s about someone who loves you back.