Both are vital to the success of most companies. Successful programs are defined using stated goals and metrics and associated resources to accomplish each program. There needs to be synergy between both programs to boost the getting and the keeping of customers in cross programs. There is a natural symbiosis that is often overlooked. A campaign can be developed as broadly or narrowly as desired and can take weeks or months long.
Campaigns are effective when established goals and metrics are used to chart the progress.
A roadshow, which includes a series of stops and presentations to general audiences or to specific accounts can be effective. This communication can be between diverse groups within a client company as well as with 3rd party sales forces, strategic partners, customers, prospects, the press, vendors and trade magazine people. Setting up and maintaining an easy workable system that is high quality and dependable is vital for active marketing communications. Also determining the correct media that supports diverse communication messages to different groups affects the receptivity. As always, doing it right the first time can save much time and money while improving overall communications.