Nick Is a Tool · Planner

Plan your own stupid idea.

Six letters, six steps. The same formula behind the yard signs, the golf balls and the radio jingles. Fill in each letter and walk away with a one-page campaign brief you can hand to your team, your designer, or yourself.

From Chapter 26 of Picklefarts: The PICKLE Formula

Sample campaign loaded: a plumber’s YourToiletHatesYou.com yard signs. Replace it with your own.

The basics

Campaign name

Who is it for? (one person, not a demographic)

What does success look like, in numbers?

Budget, and what you can afford to lose

Not sure the numbers work? Try the Stupid Idea ROI Calculator.

Reach, frequency and tracking

Where will it show up, how many times, for how long?

How will you know it worked?

Reach problem or frequency problem? The Reach or Frequency? diagnostic will tell you.

nickisatool.com · Free tools from Picklefarts: Stupid Ideas. Smart Marketing.