Planning a New Marketing Campaign? Do This First!

You are planning a new approach to marketing your coaching or consulting business. You know you need to try something new and different but how will you know if this is the right thing to do? Is it worth the time, energy or even money that you are about to put into it. The ICE Method is a great way to evaluate your plan before you even start.

What is the ICE Method? ICE stands for Impact, Confidence, and Ease. When planning a new marketing campaign, this straightforward approach helps prioritize your initiatives, ensuring that you spend your time and resources effectively.

1. Impact 

This is all about the potential positive effect a particular strategy or initiative will have on your business. Think of it as assessing the potential ROI (return on investment).

Example: Let’s say you have an idea to host a webinar series. If you believe this could significantly boost your client base and enhance your reputation in the market, then this initiative might score high on Impact.

2. Confidence 

How sure are you that the initiative will succeed? This isn’t about gut feelings, but rather about relying on data, previous experiences, and market research.

Example: Building on our webinar idea, let’s say you’ve hosted two webinars in the past. The first one had a great turnout, while the second… not so much. Dive deep and analyze what worked and what didn’t. If you’re convinced you’ve cracked the code on the variables and can replicate the success of the first webinar, then your Confidence score would be high.

3. Ease 

Consider how easy or difficult it will be to implement your initiative. Ease doesn’t just refer to the effort involved but also to the resources (time, money, manpower) required.

Example: Hosting a webinar might require securing a platform, preparing content, marketing the event, and potentially bringing in guest speakers. If you have all these elements readily available or easily accessible, then the Ease score for the webinar idea would be high.

Using the ICE Method Now that you have the basics, let’s talk application. For each marketing initiative, assign a score from 1-10 for Impact, Confidence, and Ease. The initiatives with the highest combined scores? Those are the golden tickets you’ll want to pursue first.

For instance, if our webinar idea scores:

• Impact: 8 (because webinars can significantly boost visibility)
• Confidence: 7 (due to past experiences)
• Ease: 6 (because you have most resources in place)

The total score would be 21.

Remember, the ICE method isn’t about discarding low-scoring ideas but about prioritizing high-scoring ones. It’s a dynamic process, and as market conditions, resources, or other variables change, so might your scores.

The ICE method is a great tool for any small business coach or consultant aiming to get the most bang for their marketing buck. By focusing on Impact, Confidence, and Ease, you ensure that your initiatives are both effective and efficient. So, the next time you’re brainstorming marketing ideas, let ICE help you prioritize and propel your business forward.