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Target: How to Set Objectives That Hit the Bullseye
The first T of my STRATEGY framework stands for Target. Here's how to hit a strategic bullseye with well-chosen goals and objectives.
Imagine setting out for a drive with no sat-nav, no map, and only a vague idea of where you're going. On top of that, your speedometer isn't working, and you have no idea how much petrol is in the tank.
It might be the start of a fun adventure. But it's unlikely to get you where you need to be any time soon.
Launching a campaign without objectives is a lot like that drive. You might know your end goal, but everything else is a mystery.
Good objectives give you the tools to navigate your campaign and check how things are going. They help you understand where you're going, how to get there, and how much progress you're making.
So how do you define and set great objectives? I recommend using the SCALE framework.
SCALE: A New Way to Set Objectives
The SCALE framework is my own, brand new creation. I've been helping brands design and set strategic objectives for many years, and I've watched the SCALE method push countless campaigns to success.
To understand SCALE in depth, you can read all about it in my book, Marketing Strategy by Jenna Tiffany. Marketing lecturer Alicia Farrell called it "A must-have for marketing strategy professionals and students alike", so you know it's worth clicking that link!
In the meantime, here's a quick guide to the acronym:
- Strategic: Objectives should align with the wider strategy.
- Considered: Think hard about how achievable your objectives are, and how you will measure their success.
- Audience: Who is involved in each objective?
- Lift: What numbers must you generate to track each KPI, and when?
- End: All objectives should have a firm end date, so things don't become too vague.
SCALE objectives help you create a solid, measurable, and achievable campaign strategy. By keeping you grounded and aligned with your wider goals, SCALE sets your objectives up to succeed.
SCALE the Strategy Ladder (Don't Fall!): Avoiding Common Target Pitfalls
As well as plenty to think about when creating objectives, there's also plenty to avoid. Here's an extract from Chapter 3 of my book, Marketing Strategy, on the pitfalls of setting objectives:
Avoid being vague. Be as specific as possible in your objective. If there's a target to increase visits to your website, it should be "increase website visits from new visitors by 5%" (or something similarly specific).
Always include at least one KPI. Without a KPI, it's impossible to clearly measure the success or failure of the objective. Continuing the example above, the KPI to measure is the existing new visitors to the website and the 5% increase. If 1,000 people currently visit your website within 12 months, then a 5% increase in 12 months equals 1,050.
Make sure it's attainable. It's always good to focus on improving on past performance, but check that the objective you are setting is attainable. Assess the resources, equipment, time, and budget needed to achieve it. Are they all readily available? You can do the same check if an objective has been handed to you and the marketing team.
Is it realistic? If it isn't, you can build your case to management using the models, frameworks, and tools in this chapter.
Set a clear timeframe. Timeframe is absolutely key to achieving an objective. Make it as specific as possible and, as above, make sure it is achievable within the limits of the organization. Always keep this in mind when creating any strategy and marketing campaign.
For more, you'll have to buy the book! Order your copy through our website and get a 20% discount.
