It's a foolhardy business owner who will fund an advertising campaign without first checking that all other aspects of the marketing loop are covered.

Why would you put hard earned money into a proactive 'push' without ensuring that it had the maximum chance to pull in the bucks? Plenty do.

Before you press 'GO' on the spend, ask yourself the following questions:

1. Is there stock/capacity to meet demand +5%? +10%? + 25%? (basic, but often overlooked)

2. Is there anything in-store (digital or brick) that promotes your campaign? (help people find and understand it)

3. Have you strategised a 'what if'? the customer may want something different (a cluster offer)

4. How well are your staff informed about what you're doing? (before customers arrive)

5. Have you populated all your channels with your offer? And set up a way to monitor which channels perform best?

6. Have you strategised to launch/communicate with your VIP's first? (they expect it)

7. What additional 'push' factors will you implement? (EDM, sampling, editorial, experiential, viral, social)

Closing the loop will maximise your success - so take the time to build a REAL campaign first.

AnneMaree Fitzgerald - marketme.com.au