The 7 Principles of a Successful Industry-Wide Marketing Campaign

The 7 Principles of a Successful Industry-Wide Marketing Campaign

By: Tom Nagle and Jean Statler

There is much more to a successful marketing campaign than great creative and communication strategies. A foundation of strategy, funding, governance, and ROI is required to produce results that protect, revive, and drive business.

Industry associations continue to thrive because of their ability to facilitate their member companies' need to tackle collective challenges. From reputation management to legislative threats, to a mature category in long-term decline, an industry's shared challenges represent not only critical common ground but also the opportunity to collaborate on a marketing and advocacy effort that serves its common good. And, when done right, industry-level marketing and advocacy programs can produce results that protect, revive, and drive business. ...