The last moments of a marketing campaign

Everything around us is an inspiration source to our passion. I say this because I am daily inspired by everything around me. Starting form the work I do, my passions and my hobbies. They don’t dictate where I go, but inspire me.

That’s how I bumped into Prison Break. A TV show I rewatched the past few days. The truth is I still haven’t finished it and I’m not in a hurry to do so. Every good thing has it’s time. But, going through many TV shows I realized that the scheme of this one is not that great. The plot is not that great, the narrative is based on a main character and every season past it’s 14 episode gets kind of boring. It like too much blah blah, right? -or maybe that’s just my opinion…

Ok, maybe it is or maybe I’m wrong BUT I am certain of something I’ve noticed and it’s notable. Every TV show ends exactly when it shouldn’t have – making the viewer keep watching. Prison Break has the recipe for movies that make you keep watching. It has that must have of a TV show that keeps you on the couch and makes you keep watching. The essence of the TV show:The construction of the dynamic on the last moments of each episode.

And if we get back to Marketing planet this should make every marketer who’s preparing a campaign think

“How good am I designing the last moments of the campaign?”

Are we thinking at campaign level, or product? Do we want experience or target? Do we want engagers or followers? Evangelists or consumers?

Why?

Because the last moments of a campaign might dictate the life of a product. Because the last moments if a campaign could be a source of inspiration for the next campaign, they can stop a campaign or give it momentum. Sometimes the last moments of a marketing campaign are the ones that dictate the success of the operation.

How much do we emphasize on the last moments?
We draw the budget, the media plan, the strategy, etc. But what about the last moments? Do we leave them to chance or do we control them? Maybe you’ll tell me you can’t plan the last moments of a campaign because you cannot know how the campaign will go…and then let me ask you…Why would you make a campaign that you cannot control? You want to control la campaign or being controlled by it?

Too many questions?
I think so. But the answers are born from questions and most of the time the questions are more important than the answers.

In conclusion:
Think about the last moments of your campaign:

Will you control them or will they control you?

Photo Source: citygates.ca