We marketers have the tendency to think big. This quality is what makes us good marketers. After all, our job does involve making things seem bigger, sexier, or better than they actually are.
This tendency can get us into a little bit of operational trouble because most marketing projects don’t have to be big. For example, you can create an online giveaway or raffle to engage your users. You could go big, set up partnerships, big-budget promotions, and offer grand prizes. That would probably go well, but you might achieve similar results by just running a friendly competition with a few small prizes. It all depends on the goals you are trying to meet.
So when we come up with an idea for a new campaign, I always look for the “Minimal Viable Project”. I try to think big, but operate small. When we discuss potential projects, I try to think: How do we get the maximum result for the minimum amount of work?
This approach is particularly important when you are trying out something new. The first time you try out a new marketing activity, you should always aim for the Minimal Viable Project. If it works, try going big the next time.
