This past December, many of us sat in on or facilitated team meetings that focused on what we were going to change for the better in 2016. You may have named competitors who are getting under your skin, or dreamed of a day when you could rebrand yourself, build the new website you need, or climb […]
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This past December, many of us sat in on or facilitated team meetings that focused on what we were going to change for the better in 2016. You may have named competitors who are getting under your skin, or dreamed of a day when you could rebrand yourself, build the new website you need, or climb out of the boneyard of obscurity and start running with the big dogs.
Someone took notes, promises were made, and dreams were cast. Now what?
We are all back in the groove (or the rut) of day-to-day business. The objectives, goals, strategies, and tactics that you discussed are fading away, just like they did last year. How can you prevent this from happening again?
The answer: Football.
What do winning teams do? Let’s take a closer look at how they operate and steal a play from their playbook.
Recruit a quarterback who leads the marketing
I am not suggesting you anoint a “Keeper of the Logo.” Many companies empower (mostly under-empower) an administrative person to manage, but not lead, the marketing efforts. Are you seriously expecting this individual to take you to the top? That’s not fair to him/her or your business. You get what you pay for. Pick a leader — a high draft choice. Someone who you trust to carry the ball, throw some passes, and give the entire team confidence. Be a winning head coach by bringing on the right players. If you are unable to build your own team or don’t want to, then acquire outside marketing help, which will actually cost you less in the long run.
Remove trick plays from your playbook
People often ask me, “What’s the best way to advertise my business?” Well, it depends on: What are you trying to accomplish? To whom? When? Why? etc. Make a plan: start with the objectives, write down some goals, then your strategies, and then, and only then, develop some tactics to accomplish the objectives.
Never, ever, start with the marketing tactics. Marketing questions like, “Where should we run our TV commercial?” or “What should we put in the print ad?” should only come after the objectives, goals, and strategies have been determined. No trick plays or magic will market your business to the top. Make a solid, strategic plan. Do not make it up as you go, or you will never make it to the big game.
Go on offense
Don’t be passive and allow competitors to eat your lunch. Have the courage to make a new game plan. So many business owners never throw the long pass; they never go for it on 4th and 1. These are the people that don’t make it to the top and simply reproduce the same lame marketing plan every year. Winners change things up, invest in some new players, and destroy the status quo. We all know the definition of insanity when it comes to growing a business. Stop living that way. Business author Jim Collins would suggest that “Good is the enemy of great.” To be great, we must go on the offense. Are you ready?
Here are your takeaways: Empower your marketing team and have someone lead your marketing efforts. Make a real game plan without any trick plays or Hail Mary passes. Be offensive; don’t sit back and play prevent defense. Marketing can be complex, but every business needs it. Take a chance and throw the ball.
Steve Roberts is the creative director and owner of Zoey Advertising, a Syracuse advertising agency specializing in business growth strategies and marketing. Contact him at Steve@zoeyadvertising.com or call (315) 471-7700.