"Campaigning step by step"

Werbewoche.ch: Peter Metzinger, your manual guides you step by step through the campaign planning process. How did you come up with the idea of writing such a manual?

Peter Metzinger: The first idea came to me back in 1997, when I had been Campaigns Director of an NGO for three years, which dealt with a wide variety of topics. As a physicist, I was looking for a kind of formula that could be used to plan campaigns regardless of the topic. I had also done some organizational development and realized that it doesn't matter whether I want to sell something, achieve a political goal or change the culture of an organization. It always comes down to changing the understanding, attitudes or behavior of individuals. And because we are all homo sapiens, there are rules of the game that always apply, no matter what the goal is.

And these rules also apply to companies?

I have been working as a management consultant for change, marketing, communication and politics since 1998. During this quarter of a century, I have found that the rules of the game do indeed apply to companies. However, I have also observed that many companies have difficulties in successfully planning and implementing complex campaigns and change processes because they do not recognize the commonalities and have to reinvent the wheel for every new project, goal or topic. That's why I came up with the idea of writing a manual that - like a cookbook - guides you step by step through the entire process.

In your opinion, what are the decisive advantages of such a manual?

The biggest advantage is that all relevant aspects of campaign planning are presented in a systematic and easy-to-understand way. And in an order that minimizes the risk of forgetting or overlooking important aspects. Companies receive clear guidance on how to translate an initial idea or vision into a strategy and measures that will persuade people to participate or not to resist.

What special contents are included in your manual?

The manual covers the entire spectrum of campaign planning. It starts with a structure for formulating the first idea. Many people do not realize how important it is to formulate the first idea correctly. Formulating it correctly means formulating it so comprehensively and precisely that you ask the right questions and get the right answers when analyzing the situation. This also includes checking the extent to which this idea fits in with the company's identity. Once the strengths, weaknesses, opportunities and threats have been identified, the goals are definitively defined and a suitable strategy is developed, as in any project planning model. In addition, concrete instruments for the implementation of campaigns are presented. Evaluation and controlling are also covered in detail.

That sounds like a tried and tested recipe and nothing new.

In fact, you can rely on better-known checklists for many things. But there are a few "spices" in the recipe that you won't find anywhere else. For example, I took the concept of complementors from a book on game theory, knowledge of which can lead to completely new ideas, such as a bookseller advertising an ice cream parlor to increase sales. And in the checklist for good goal formulation, there is a hint that goals should be formulated in such a way that a community of loyal supporters can develop.

How did you ensure that your manual is equally relevant for different industries and companies?

When creating the manual, I attached great importance to a practical approach. I was able to build on my many years of experience in management consulting, which gave me an insight into practically all sectors and at all levels, from start-ups to the World Economic Forum, for which I was able to develop the Open Forum concept. Moreover, it was not always "just" about communication campaigns, but sometimes also about cultural change or political lobbying. Based on this experience, the methods and concepts presented are applicable across all sectors and can be individually adapted to the needs of companies. This is also ensured by formulations that force you to translate the more general principles into concrete applications.

What feedback have you received on the manual so far?

The feedback was consistently positive. But not many people have seen the manual yet. However, the manual is based on the business campaigning model that I first published in the book "Business Campaigning" back in 2003. This book essentially contains the same concepts and checklists, but does not work like a cookbook. And yet many companies have successfully used the model described and report increased effectiveness and efficiency in campaign planning or the development of business plans. They have also used it to develop such plans. The clear structure of the process and the practical orientation were particularly emphasized.

What future prospects do you see for your manual?

I see great potential, as the need for planning campaigns and change processes is constantly growing in an increasingly dynamic world in which it is increasingly difficult to plan. In the future, I plan to further optimize the manual based on feedback in order to meet changing requirements. That's why there are also version designations, just like with software. Perhaps there will also be a digital version at some point to make it easier to access and offer new functionalities. But I would no longer be able to offer this for free. Or there would have to be a sponsor.

Why do you offer the manual free of charge?

With this manual, I would like to make the knowledge I have gained in almost 42 years of campaigning generally accessible - especially for those who cannot afford advice. We also know that 42 is the answer to all questions (laughs).

The manual can be can be downloaded here.