Four questions we will not start without
01
Who exactly?
Not a demographic. A person with a situation, a budget and an alternative they are currently using instead of you.
02
What do they do next?
One action. If a campaign asks for three things, it gets none of them.
03
Why now?
Something has to make this moment different from last month, or the message is just noise with your logo on it.
04
What proves it worked?
A number agreed in advance. Deciding afterwards what counts as success is how agencies stay employed and clients stay flat.
Shapes a campaign can take
Launch
A new product, location or market. Front-loaded spend, a hard date, and a short window where attention is cheap.
6–10 weeks
Always-on acquisition
Steady, measured spend against a known conversion path. Unglamorous, and usually where the revenue actually comes from.
Ongoing
Reposition
When the market believes something about you that is no longer true. Slower, message-led, and needs consistency more than budget.
3–6 months
Seasonal push
Ramadan, year-end, category peaks. Planned early enough that inventory and staffing can hold up.
4–8 weeks
Beyond Strategy
This works harder alongside
Elsewhere in Marketing
