Marketing Playoffs: Not One and Done
For those interested in pro football, you are at "peak season" for yourself - playoff time! For the next three weekends, the top teams in the NFL square off for the right to play in the Super Bowl first Sunday of February. This is the most intense time of the season for coaches, players, and, yes, the fans. Why the intensity? Because these games are all single elimination - you lose, your season is over - "One and Done" is a term often applied to these playoffs.
Fortunately your marketing does not have to be One and Done. The Allied Group defines marketing as "The combination of strategic plans and specific tactical actions done intentionally and consistently to influence the perceptions of a target audience or individual buyer to create, maintain, or grow revenue."
In other words, you have to find the right mix of strategy and tactics for your own marketing program. There is no magic pill or secret potion that is the answer for everyone. Your mix of strategy and tactics will be dictated by some combination of your industry, your company's goals, and you company's internal resources. If the prospects in your business are buying one way, that might be completely different than the business next door. You need to assess your landscape yourself or hire a top direct marketing agency to assess the market and offer advice. Life Science Marketing will be different than Higher Education Marketing, which will be different from Healthcare Marketing.
Once you assess and determine the plan for you, now we are back to the One and Done concept - i.e., don't get caught up that it will be successful right out of the gate. Whereas NFL teams must win NOW or be done, marketing plans should be flexible and leave some room for changes "on the fly." If you are thinking you have one great idea that will answer all the marketing questions, you could be in for a disappointing year.
So, over the next three weekends,root on your favorite team, enjoy the NFL playoffs and all the intensity of the games . . . but leave the inflexible, rigid "One and Done" concept out of your 2012 marketing plans!