On our path to winning at business, we encounter roadblocks to success. Our job as marketers is to climb over, blow-up or go around these roadblocks, and many times, this process reveals opportunities we can capitalize on. Building a marketing path to consumers is not easy and requires that we have tools and resources on hand to manage these obstacles in a systematic way. Without the right tools, we become paralyzed with indecision. Then impulsive in making a decision, ANY decision to move forward and regain critical momentum for our business.
The first thing built as we construct marketing greatness is the foundation. And our foundation is built on strategy. Without a strong foundation, structures crumble and need to be rebuilt. This leads leads to an endless loop of mediocrity.
Get strategic and get quicker wins for the long term.
How many times have you heard someone ask you for advice on their business: 'What should I do', they ask? We hear that a lot, and honestly when we ask them what their business objective is we are surprised with how often there is no clear answer to that question! You know the saying: 'No wind is the right wind without a port in mind? Well we think this is true, especially in marketing.
A clear and measurable OBJECTIVE outlined in writing is key in holding both our team’s and ourselves accountable. Our Objectives give us a clarity of purpose and direction. And ONLY then do we set up strategies (or building blocks) that directly support each objective.
When setting the foundation, the following points are developed in specific detail and documented for you and your team in writing:
1. Understand company mission
2. Define marketing objective/s in measurable terms
3. Set marketing strategies in direct support of these objectives
The added benefit of having worked through these objectives and strategies as part of your plan, is that they are always there for you to refer back to, when you inevitably face a challenge, or difficult marketing decision, and you need to make sure you stay on course.
David is an experienced marketing executive and partner at Custom Marketing. He's run marketing campaigns in the US and across the world, living over 10 years in both Europe and Latin America. His decades of experience building marketing plans and campaigns for companies such as Warner Bros and FOX, allow him to work quickly with clients to get them real results. David has a BA in International Relations from UCSB, an MBA from Boston University and is fluent in Spanish. He lives in Los Angeles with his wife, 2 kids, and his pug Luna.