The reason entrepreneurs and I work so well together is because
- they see their brain-child actualised and
- I love formulating the strategy that actualises it
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