It is not too common where an outdoor client calls over and says they want to get a campaign running with us.....just because.  Like why climb mountains right?  Because they are there.

Maybe the marketing director read something showing the massive migration of print ad spend over to online, or maybe someone built some banners for them and they feel the need to move forward?

I've turned down more of these campaigns than accepted them. It is a simple fact that if a company has a budget, has the creative completed but doesn't know more than that, what will end up happening is the money vanishes and top brass is asking, "...well that was fun, why again did we do this?"

So here are some questions I would like everyone to consider when it comes to designing their online campaign.  Know some of these ahead of time and you are more than set to have a recurring and growing ROI with your campaign:

1. Who comes to your site?
2. Why are they there?
3. What are they doing on your site?
4. What do they find most valuable?
5. What do they want from your site that they don't currently have?
6. What programs are you offering to address this?
7. What creative resources can you offer your customers to engage them on your site?
8. How will you gauge user satisfaction with your engagement programs?
9. How will you show top brass that your efforts to reach outdoor consumers addresses your sales funnel goals ( awareness, engagement, sales impact, ROI)?
10. What can you learn to develop even more effective engagement programs?

Food for thought for 2010!