Since my last blog I've sat down with several of my clients (and potential clients) to map out a plan for the coming year. (I prefer to do that the 4th quarter of the previous year but at least they did it.)
While planning is great, its the follow through that is most important in order to achieve the desired results. I've often found that the annual marketing and communication plan is something that's just thrown out the window by second quarter.
I'll always agree that we need to stay flexible in order to take advantage of opportunities BUT its important to stay on target and follow through with annual communication plans.
Over the years I've heard all the excuses....
- Too busy to provide information and feedback
- Other areas of the business are too demanding
- Budget has been eaten up by another marketing project
- Overnight the company has suddenly become well-known and respected
and then there's my favorite......
- Business is good and we really don't need more customers
Inevitably a few months goes by and then the client calls in a panic wanting to know how I can help. Of course they remember the plan we discussed and they threw away. They hope that I can drop everything and get the business back on track. I wish life was that easy.
My advice is to continue with the plan you map out at the beginning of the year and allow for changes in the business. A business needs to be proactive and take control over how its perceived by the public, customers and potential customers. Most of us want more customers.
Three newsletters a year instead of four is okay. Fewer press releases is better than none. Choosing one big project or issue to publicize can often make a larger impact than 10 smaller ones.
Be flexible. Follow through.
Don't be one of those companies who's looking in the bushes for the communications plan they threw out the window. It will be too late.
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