Ideas are one thing.  What happens after the idea is conceived is another.

Good ideas can work if you've done your homework first.  Whether it's a full strategic plan or evaluating a particular campaign tactic, we start by asking three simple questions:

• Who is it that you are trying to reach
• Why this particular audience segment
• What is it that you are trying to achieve

We can do this exercise with any given project or better yet, do it at a higher level--where your marketing objectives stem from your business plan.  We then drill down to the appropriate tactic or ideas that supports the best strategy.

The graph below defines the area of the sandbox we like to play in.  This way, we remain on-strategy, on-plan and hit the mark the first time.