In the last installment of this increasingly bonkers blog series, we looked at audiences - who are awards for, anyway? That's the first half of the story - the second half, what is an award supposed to accomplish?
In the world of marketing, we chuck around a lot of esoteric vocabularity - things like 'awareness', 'market share', 'salience', etc - when it comes to establishing objectives. But the easiest way of getting to the heart of the matter is simply asking this: "What does success look like?"
Does it look like every child in America eating your brand of delicious cookie? Does it look like your type of toothpaste shelved in a special rack, at the end of the aisle? Does it look like a long line on opening night? Or does it look like your boss being happy?
This particular blog post speaks about two things - what success looks like (objectives) and how we see it (measurement).
(Oh, also? It is long.)