The campaign array consists of elements, competencies and infrastructure necessary to execute the campaign. Building the campaign array is based upon the timing of the campaign engine (which is discussed in the next section) and the necessity to operate a faster and smarter tempo than the adversary.
Perhaps the most critical issue in building your campaign array is managing the trade-offs between:
- Award winning creativity and campaign effectiveness.
- Rigid infrastructure and operating agility.
The key to managing these trade-offs is selecting elements, competencies and infrastructure that are wickedly fast and cheap to produce.
There is an infinite number of combinations of elements, competencies and infrastructure available to the marketer.. in fact one might argue there are too many choices. Listed below are examples of elements, competencies and infrastructure.
Elements are messages, communications, platforms and networks we use to project attack strategies and tactics and include:
Yellow pages ads
Competencies are skills, process, methodology both internal and external we use to project attack strategies and tactics and include:
Global ad agencies
Local ad agencies
Competitive Intelligence consultants
Sales rep firms
infrastructure represents tools, technologies and other enablers that support campaign execution and include:
Legacy data base
With the first step we determined which of the competitive vulnerability(s) to attack. With this step we determined the strategy, mission, objective, interaction and isolation tactics and the attack array. Now it’s time to build a campaign engine.