Its one of my favorite songs from holiday cartoons..."Put one foot in front of another and soon you'll be walking out the door" - from Santa Claus is Coming to Town.
We all do it when we learn to walk...put one foot in front of another. We even fall, stumble and tumble down stairs at times. Children learning to walk don't let the unknown, wobbly legs or a few falls keep them from learning to walk because they know they want to go somewhere.
Businesses need to apply this same concept to their marketing strategy. All too often I talk with CEOs who are afraid about the next step. They want to stand in place and look longingly at where they could go - where they should go. Their fear of failure or not meeting expectations holds them back.
I was reminded this week about accounts I've worked on that were just the beginning of what could have been an excellent and successful marketing strategy. Instead of following through with the plan and reaching customers on multiple levels, multiple times with consistant messages to build a relationship - they freeze in place after the first communication.
Do you marry a person on the first date? No, of course not. And neither do customers. Businesses need to court the customer. They will take you home to meet the parents after a little stroll or a dance or two.
Give a marketing plan a chance. See it through.
Walk hand in hand with your marketing professional.
No comments:
Post a Comment