The best marketing strategy will fail if you don’t commit to it with people and resources. It is really easy to think marketing is easy and immediate. Without your support your marketing team or agency will fail. With out your commitment your efforts will fail. Without you giving resources to your internal marketing people and customer contact personnel they will fail.
It is really easy to come up with ideas that seem golden. Unless you test them how will you know? If you don’t give it enough time to succeed how will you know if your idea is golden? I see over and over clients get excited about a tactic, act furiously to implement, then after a week lose interest and then a month later say ‘Well that didn’t work’. Or they green light something then don’t support it.
The best way to look at this is imagine your idea or campaign is a new store you are going to open. You need to tell people you exist. But say your hours say 9am-7pm Monday – Sunday. Three ties I come by a sign says ‘be back in a few’. I finally find you open and you tell me you are under staffed. I of course stop coming by. You eventually decide the store is a failure and close shop. But for all you know your store could of been a smashing success if you has committed to it.
To prevent this here is some easy steps to follow:
1] Come up with your idea/strategy.
-yes that one was unexpected right?
2] Determine what you need to invest in terms of time, money, resources.
-don’t fool yourself. Add 20% to whatever you rationally can come up with.
3] Determine what needs to be done to succeed (action items, planning).
-Don’t give out group tasks. If a task takes more than 1 person assign a leader. This ensures accountability. Empower the people vs Micromanage or do their job for them This helps get buy-in with the participants.
4] Determine how long success should take.
-See number 2. This is the worst offense if you successfully do 1-3 properly and wind up cutting a longer term program short because you failed to have the right time frame expectations.
Now you can implement your idea and now at the end you can decide if it worked or not. You can also determine why it didn’t work.
Your marketing campaign or tactic often gets derailed by yourself, when you realized how much time, effort, money, resources are needed to achieve goals you green lighted before having this epiphany. Most businesses and ideas fail due to lack of investment or commitment.
Now ask yourself
Did you need more money? More people? More commitment? or was it just not as good an idea as you thought? Not because they were bad businesses or ideas. And if you didn’t commit to your strategy/idea then you can’t blame your employees or your agency or even the Marketing Talking Heads I make fun of a lot.