The final stage of campaign management involves activities which occur post-campaign implementation and deal mostly reconciling with unmet objectives.
- Post-campaign activities: involves measuring each aspect of final post-campaign execution to compare and ascertain if all objectives, initially discussed and agreed upon, have been met. Typically, quantitative parameters are compared and final variances are calculated and shared with the client.
- Make-goods management: If campaign execution team has not been able to meet client’s cost and outcome objectives fully, the vendor team has to provide adjustments (referred to as make-goods in the media industry) to make up for the shortfall, either by providing campaign exposure for an extended period on the same channel or a discount (rerun credit) for the next set of campaigns that client would run in their upcoming campaigns with the channel.
- Billing and invoicing: involves all activities related to sharing and getting the final bills cleared for campaigns executed successfully and also managing invoicing-related activities which are critical to receive payments.
In the following sections, let us look at how campaigns are run across key channels and the specificities involved at each stage of the campaign management cycle.
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