Have you ever wondered why some marketing projects soar while others stumble, even with brilliant strategies and meticulous planning?  The answer often lies in effective stakeholder engagement.

The Association for Project Management (APM) highlights that 83% of projects that invest in planning stakeholder management are successful, compared to only 32% of projects that do not.  Without crucial stakeholder support and input, your marketing strategy, brand management initiative, or proposition development project may struggle to gain traction and ultimately fail.

In this article, we’ll explore the art of identifying, understanding, and effectively engaging stakeholders to ensure your projects gain their full support and are truly collaborative efforts from the outset. This isn’t just about managing expectations; it’s about building advocacy and driving project success.

Why stakeholders are non-negotiable for marketing project success

Stakeholders are the backbone of any successful marketing project or marketing strategy.  They provide vital input, critical support, necessary resources, and ultimately approve and implement your plans.  To achieve truly outstanding results, you need to build meaningful relationships and foster open communication with all your stakeholders, including those who may naturally not be in support of your plans.

This doesn’t happen by accident, it requires a proactive approach and needs to be a key part of your project plan, not merely an add-on at the end.

At Blue Feathers, one of our core working principles is ‘true collaboration’.  For us, this means combining our expertise and experience with our clients’ insights to achieve the best outcome.  This same principle extends to how we believe our clients should operate internally: collaboratively across the organisation, sharing expertise and ensuring your project objectives are aligned to the overall business goals.

Mapping your marketing project stakeholder landscape

To navigate the complex stakeholder landscape, start by taking the time to thoroughly identify who they are.  At Blue Feathers, we typically categorise stakeholders into three key groups:

  • Decision makers: These individuals hold the power to approve and steer your marketing project or marketing strategy.  Consult them regularly and keep them informed.
  • Performers: These are the subject matter experts and team members who contribute directly to project execution, brand management, or proposition development.  Engage them through working groups and regular check-ins.
  • Potential detractors: These are individuals who may have differing opinions or agendas and who could derail your project.  Make time to manage them closely by understanding their perspectives, addressing their concerns, and clearly demonstrating the value your project offers to them.

Once identified, map your stakeholders to understand their priorities, motivations, and level of influence.  This critical exercise will enable you to tailor your engagement approach to their individual needs and communication styles.  We recommend undertaking this exercise using a spreadsheet and dedicating up to half a day to it, ideally in collaboration with colleagues to gain the fullest possible view.  Remember to revisit and update your stakeholder map as your marketing project progresses.

Strategic engagement for marketing project success

Your stakeholder map is your guide to identifying the most effective approach for engaging each person.  Here are some key strategies for impactful stakeholder engagement in your marketing projects:

  • Combine formal and informal communication: Leverage both structured meetings (steering groups for marketing strategy, working groups for proposition development) and casual check-ins (coffee chats, impromptu discussions) to build rapport and gather diverse perspectives. People feel valued by personal connections and are more likely to buy in and support you.
  • Leverage existing structures: Integrate stakeholder updates into established meetings and forums. This streamlines communication, respects everyone’s time by using meetings they are already attending and embeds your project within the existing corporate rhythm.
  • Be proactive, not reactive: Don’t wait for issues to arise.  Regularly share progress, proactively address concerns, and consistently seek feedback to maintain strong stakeholder support and input throughout your marketing project.
  • Tailor your messaging: Adapt your communication style and content to different stakeholders, always considering their specific roles, interests, and preferred communication methods. This is crucial for brand management messages to resonate effectively.
  • Build genuine relationships: Invest time in fostering relationships with your stakeholders.  Show appreciation for their input and clearly demonstrate how their contributions are directly making a difference to the project success.

 

Key takeaways for marketing leaders:

  • Proactive stakeholder management is absolutely crucial for marketing project success.
  • Invest dedicated time in understanding and mapping your stakeholders.
  • Utilise both formal and informal communication channels for comprehensive engagement.
  • Leverage existing forums and meetings whenever possible to streamline communication.
  • Adapt your engagement strategy to different project stages and stakeholder needs.
  • Proactively address concerns and build consensus to foster cross-functional collaboration.

 

By mastering stakeholder engagement, you’ll pave the way for smoother marketing project, foster greater collaboration and ultimately achieve more successful outcomes.