Who doesn’t love a shiny new website, pretty brochure or a great ad campaign for social media?
Tactical marketing that blends the best of messaging and creativity is a joy to behold – but why does it often not live up to expectations?
In my view, it all depends on how well these (or indeed any) tactical marketing initiatives align with the business strategy. Sun Zu puts it well -
"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
So before you commission that new set of collateral or even begin to work on a website, make sure the strategy is clear. And by strategy, we’re not talking a simple ‘win more business’ – you have to be very clear on the business you want to win – who’s the audience, where’s the best place to reach them, and what you should say to ensure they engage with you.
In a crowded market, if your messaging is not to the point and your business doesn’t stand out, it won’t matter how much you’ve spent on PPC, printing or design. Clarity is king!
Next time you’re planning a new initiative, why not think differently about your spend and set some money aside for the strategy first? The more you truly understand your customers, your business and the market conditions, the better your value proposition, messaging and final deliverables will be.
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