Managing Successful Marketing Projects

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The way I look at it, marketing is like a big juggling act: even if you’re only undertaking one type of activity, you’ve still got to balance many balls in the air at one time in order to be successful. Individual site marketers and marketing professionals alike are all trying to meet the same expectations: define goals, target audiences, select the kinds of marketing activities you think will best achieve those goals and reach that target audience, and then execute your plans in a timely and cost-effective manner. Oh yeah, and while you’re at it, try to measure your results.

So we thought that this week we’d go over some best practices and procedures, both technological and psychological, in order to manage your marketing project successfully and profitably.

Managing Expectations

The key to managing projects is managing expectations, both internally and, if you’re a marketing professional, with your client (who, if you’re an in-house marketing person, is really your senior executives; if you’re a lone gun, think of the client as yourself). If expectations are set up-front and successfully managed throughout the project, the client will ultimately feel that they got what they paid for. Managing expectations is easier said than done. It sometimes necessitates saying “no” to the client in instances when they ask you to go beyond the agreed upon parameters of the project. There are some tools you can employ, however, to strengthen your position and keep everyone in line when the client starts to ratchet up their demands.

• Project Plan - the project plan is a critical part of any successful project. It should clearly define the “scope” of the project (i.e. exactly what the client will be receiving from your company in terms of products and services). Make sure that everyone involved with the project (especially the client) understands that any deviation in the project’s scope will impact the cost and ultimate delivery date of the project. Stating this up-front will help protect you against “scope creep,” which is generally initiated mid-project by clients that either want more services or change their mind about the agreed upon deliverables of the project.

   

• Defined Deliverables - having clearly defined deliverables (that all parties have agreed to) is necessary for the successful delivery of any project. “Deliverables” are the tangible products or services you have been contracted to provide to your client (i.e. a marketing plan or creative options for a flash banner, etc.). Having clearly defined deliverables will make it difficult for the client to change them without violating the project’s scope, and thus giving you the opportunity to discuss changes in price and delivery date.

   

• Timeline - the timeline is an integral component of the project plan. Depending upon the complexity of the project, the timeline should clearly state major milestones that must be signed off on for the project to move forward. The timeline must be adhered to by BOTH parties. If your client is late approving an aspect of the project, s/he must fully understand that this delay may cost them in achieving the final delivery date first arranged.
• Scheduled Update Meetings - set up a weekly meeting or call with the client to update them on the project. This will help build rapport and instill a sense of teamwork between both sides, and it will also serve as a forum to raise any major issues. The more you can turn the project into a collaborative engagement, the greater buy-in and support you’ll receive from your client.

   

Technology Tips

Most projects involve a number of people on both sides. One of the most common problems many projects suffer from is a lack of organized and systematic communication. To combat this and keep everyone on the same page at the same time there are a few simple tools you can employ at relatively little cost.

• Intranets - an Intranet is private password-protected Web space, only accessible by members of an organization or a project team. Intranets are often used by companies for internal communication and information dissemination purposes.

  Collaborative tools such as Intranets are invaluable for keeping projects on track, enabling you to share files, hold discussion room chats, store relevant contact information and schedule meetings — all online. Intranets can be custom-built or you can look into Web-based ASP solutions.

   

• Instant Messenger - Instant Messenger (IM) is not just for socializing online; it can be a powerful communication tool…more powerful than email in some instances. IM allows team members located anywhere geographically to communicate in real time, yet without having to pick up a phone. IM grows more robust all the time — several of them now allow you to send attachments, incorporate video, set up multi-user chat conferences and integrate calendars - all this built into the convenience of a desktop tool. Best of all, web-based IMs are free and can even save you money if you use it to reduce your telephone expenses.

   

• E-mail - everyone knows and uses email, and it’s equally as important in project management documentation. Your best leverage in managing a project is keeping everyone informed and accountable for their aspect of the project. By simply cc’ing everyone on the project team (including the client) you can say with a straight face that you’ve done your job to keep everyone in the loop.

  Successfully managing a project is one of the most difficult tasks one can perform. It’s not just about doing the work, it’s about solid two-way communication skills. And let’s not forget a healthy dose of honesty and strong work ethic. Let’s face it, most of us would rather hear the honest truth even in a problem scenario than have someone try to cover it up, only to be caught in a tangled web of deceit and poor delivery at the project’s end.

   

Related Links:

*Web-based Intranets*

Intranets.com
Share 360

*Instant Messenger Tools*

AOL
Yahoo
MSN
ICQ

A Final Comment:

Have you always wanted to attend one of Hollis’ marketing seminars? Here’s your chance! Hollis will be delivering a web-based seminar on “Building Winning Email Marketing Campaigns” to the Washington, D.C. chapter of the American Marketing Association on February 27th at 12 pm EST. It’s FREE - so what are you waiting for? Sign up Here!!

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