Know your consumer
What drives them everyday?
Understand your consumer’s personality and culture
What is happening in your consumer’s marketplace and how does that influence them?
What makes your consumer tick and motivates their behavior?
You have to assist your consumer in doing more and getting more
What is the biggest impact your brand can make on the consumer?
Definitive objectives will keep you hyper focused
What does success look like and how can it be measured?
This is an opportunity to innovate
Are they real actionable steps you can take?
They have to be sharp and everything must feed in to the strategy
Tactics can be mind blowing, but they have to align
Resources are everything and you cannot achieve anything without them, so identify them early
Product should always be a driver.
The best planned journey tracks the consumer emotions you want to evoke
You have to know what you need and when you need it throughout and remember the journey should never completely end
They help you map the right tactics to utilize at the right time
They need to be short actions that are creating new moments or happening naturally (inspire, communicate, launch, inform, etc.)
What is the most important thing the consumer will remember?
Envision exactly what they will say