About playbooks
What a playbook covers, which one fits your goal, and how to adapt it to your centre.
1 min read
A playbook is a plan for one marketing goal, from the first idea to the next campaign. It isn't a script: you adapt it to your shoppers and your market.
Pick the playbook for your goal
| Your goal | Playbook |
|---|---|
| Grow your list of contacts who accepted marketing | Customer acquisition |
| Bring more visitors to the centre | Qualified footfall |
| Learn more about the contacts you have | Data enrichment |
| Raise spend in your shops | Increased sales |
| Give regulars a moment to remember | Engagement and brand experience |
| Connect all of these into one programme | Activation flywheel |
What each playbook covers
| Phase | What it answers |
|---|---|
| Plan | What's the goal, who is it for, and what do you need first? |
| Build | Which game, form and prize to set up in Studio, with a link to each guide |
| Launch | How do you get it in front of the right people? |
| Measure | Which numbers matter, where do you read them, and which one decides success? |
| Improve | What do you change for the next campaign? |
Adapt it to your centre
- Studio settings vary by campaign, so follow the linked guides for the exact steps.
- Combine playbooks over the year. The activation flywheel shows how they feed each other.
- Timelines and figures are examples, not guarantees. Results vary by market, audience, prize and channel.
- Each goal playbook names one number to judge it by. Set its target with your team before launch.
- Once you've run a few campaigns, use your own results as the baseline.