These days, so many companies are scurrying around looking for answers. But, when you’re in the thick of everything, it’s difficult to see things clearly. Lost revenue, a waning customer base, and no definitive date to return to “business as normal” has companies clamoring for some semblance of direction; of hope.The reality is, past performance is no longer an indication of future success. People we are working with are taking a step back and looking more holistically at their businesses to ask:
- Where is marketing worth it?
- Where is it just a waste of today's precious resources?
4 Insights to Keep Top of Mind in the Next Few Months
Whether you’re in retail, the service industry, or a B2B company, the biggest insights I can offer from the work we've done in the past few months look like this:
1) Stop the random acts of marketing. Until you have a real roadmap with performance metrics and flexibility to learn and optimize, stop spending.
2) Some things you can do in-house. Some are best implemented with a more objective view. If you have any question about the former, it’s likely you need that outside perspective.
3) Just because you may be running promotions, it doesn't mean the story of your business doesn't matter. Your brand story always matters.
4) Some growth efforts can be measured quickly; others take time. Know the difference, and have a tiered plan based on different performance scenarios.
You ARE In Control, Even If It Doesn’t Feel Like It
Even though many areas around the country (and world) are starting to “reopen,” there’s a lot of uncertainty that still looms. And yet, you are still more in control that it may seem.
“Your brand story always matters.”
The two questions posed above provide a good gut check, allowing you to take the true temperature of where things stand--and then take action, sooner rather than later. We all need to consider what’s next, but we also have to consider what’s right now.P.S. Whenever you’re ready, here’s how we can help you allocate resources to marketing that works best for you:
- Don't waste money on random acts of marketing.
- Invest in a roadmap first to help you find the right budget for your growth plans.