I love my job. It’s the difference between meeting oodles of fabulous individuals - and not. Day in and day out I meet great people, each with their own story.  Largely, they’re entrepreneurs.  Now, I love entrepreneurs. I love being around them, hearing what they have to say, conversing with them, learning from them. Their energy, their knowledge, their confidence, their stories, their drive. I haven't dropped a love drug prior to writing this despite it being the Tuesday after a 4-day long weekend - everything I'm saying is actually true.

I personally will never wear the shoes of an entrepreneur though because I can't have that cauldron-of-ideas bubbling without strategy and planning the detail. That's me. There are entrepreneurs and then there's me.

The reason entrepreneurs and I work so well together is because
  1. they see their brain-child actualised and
  2. I love formulating the strategy that actualises it  
Let it be said that without strategy, you can almost certainly expect to perish.  As Mellissah Smith and the late Benjamin Franklin have said, if you fail to plan, you are planning to fail.
Sun Tzu said it another way in The Art of War:
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.

It’s astounding how often planning is overlooked.  We don’t put together a training regime to lose 10kg in 2 months without formulating a diet and specific exercises.  We don’t plan to have a child without looking at our health, capabilities, earnings, outgoings and all other relative variables.  Why would you put an idea to market without a marketing strategy???

A strategy is a plan. At Marketing Eye, we write 12-month strategies, pending the nature of the project and your objectives.
A strategy is your ‘big picture’.  It’s the difference between losing your 10kg - and not.

Every week, I come across a client that loses sight of that bigger picture.  I understand it’s because bottom-line money needs to be coming through the door and it needs to be coming through yesterday.
Before they know it, they're chasing their tail every month to pull off servicing the supply and demand of a new 3-day get-results-fast campaign that isn't even close to making the best ROI it could be making but too bad, too sad – it’s all there is time for and they need to get money in the door to pay for the bills and to fund the next one!


This snow balled stress is not conducive to moving forward.  It is not conducive to business productivity.  It is not conducive to positive business culture.  It is not conducive to a healthy ROI.  That’s a lot of nots.  The first and proven-time-and-time-again solution is a marketing strategy.
The thing is, the ideas people - the people running the organisation - need to stop acting down here and start running the business from up here.  They need to have a view of that bigger picture at all times.

The benefit a strategy gives you is a 12-month (give or take) projection of what's coming up. It gives you time to plan cashflow and resources.  It is conducive to moving forward.  It is conducive to business productivity.  It is conducive to business culture.  It is conducive to a healthy ROI.

What sort of state is your marketing strategy in?  Call us to talk about it today.

-    Sofia Margelis

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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