From the course: Marketing during a Crisis
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Fast prioritization
- Face it. As you begin to move forward, you have to come up with new ideas and quickly. But we don't have the luxury of thoroughly vetting every idea when we're up against a rapidly changing global environment. The approach that I like to use to decide where to start is called ICE, and it stands for Impact, Confidence and Ease. You'll capture a score for each, and then multiply them together to get your ICE score. Here's how it works. You set up a simple table with five rows. The first row is for the marketing idea or channel. The second, impact. The third, confidence, and the fourth is ease. And the final fifth column is the ICE score. For each idea, you'll estimate the impact, the confidence and ease on a scale of one to 10. You total up the numbers, and then sort the ideas from highest to lowest. This way you can quickly determine which of the objectives are a priority. For impact, you're asking yourself…
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