There are various aspects and phases to go through to plan the optimum campaign.

Timing 

Campaign Planning  begins with your timing with regard to when you would to distribute your items. It obviously makes sense to test the media channel for your product or service at a time of year that is seasonally one of your best. In addition depending upon the distribution method selected then the lead time required could vary between 3 months and 2 weeks. The print and dispersal elements need to be assessed accurately to ensure the delivery slot with the distributor is not missed. 

Targeting

This begins with your current customers which depending upon the volume, source and quality of these will drive the targeting. The use of this data if you have it will decide whether you proceed down the data model route or the geodemographic model method of targeting. There is more on this in the Targeting section of the website.

Distribution Selection

The method of distribution can make or break a campaign. If you need short lead times for perhaps a retail campaign and the proposition is strong and creative bright then the free newspaper route could be the correct option.  However if you have a finacial or charity product then the higher response rates with distribution via the Royal Mail could be a better option despite the increased cost. For bulkier items that cannot be catered for by free newspapers or Royal Mail then Solus distribution methods could be the best choice.There is more on distribution methods in the Distribution section.

Print

Ensuring your item is printed on time is critical and the correct format, size and weight restrictions are adhered to. All the packing and labelling instructions need to be strictly carried out and the stock delivered on time. 

Results

It is important to establish how you are going to measure response, conversion, sales and ROI up front so that you can assess the success or failiure of the campaign after distribution. This could include sales data, telephone response, coupons and online sales