The Soapbox Process
Drive your Message
In the 1930s, soapbox derby racing took the country by storm. The premise was simple: motorless, lightweight racers that relied on gravity and momentum to move forward. Successful racers of the day were built using precise specifications that maximized efficiency without sacrificing performance. Unsuccessful ones, on the other hand, were either bogged down with unnecessary “bells and whistles” or simply built incorrectly from the ground up.
Most campaign messages today can be paralleled to those unsuccessful racers. The campaign is either poorly constructed, lacking creativity and never catching the audience’s attention, or (more often) the campaign’s central theme and strategy is bogged down with irrelevant creative, uninteresting content, and messages that not only have less meaning, but are meaningless.
Our philosophy for building campaigns is straightforward: Build for performance, keep it simple, benefit from momentum, and always be improving. This means using creativity in a way that highlights, not dilutes, the message of your campaign. It means developing a strategy and message for your campaign that will maintain consistency and build consumer momentum. It means sitting in the driver’s seat of your campaign from starting line to victory lane.
Here’s the process of a Soapbox campaign destined for the winner’s circle:
1. Strategy And Goals – Build For Performance
Successful campaign strategies are built around specific goals such as launching a new product or increasing market share. These goals guide research and strategy development to ensure the campaign has a final, measurable result.
• Define campaign goals
• Market research
• Budget allocation
• Media distribution
2. Campaign Development – Keep It Simple
Once a plan is formulated, a winning message is developed at the center of the campaign. The message must be as concise as it is powerful to cut through the noise of today’s over-advertising, as it drives the ensuing creative and production.
• Creative brainstorming
• Develop an engaging message
• Design and production
3. Launch Your Campaign – Benefit From Momentum
This is the day when all of our cumulative preparation pays off. Once the media is purchased, our team drives the campaign from beginning to end, benefiting from the momentum of the campaign and ensuring brand management, consistency, and measurable results every step of the way.
• Media buying
• Campaign management
4. Evaluating Results – Always Be Improving
The race is over, but this is no time to sit back and relax. Analytics and measurements are evaluated against our expectations, so we can build on what we’ve learned about your audience. Even the most successful campaigns must be evaluated for areas of improvement.
• Measure campaign’s success
• Identify areas for improvement