Resolve To Be Strategic In 2015

Posted by on Jan 1, 2015 in CHI Contemplation, CHI Insight
Tags: new years resolutions, business resolutions, business strategy, marketing strategy, brand recognition

There’s no shortage of advice this time of year about making New Year’s resolutions. For the industrial marketer and communicator, we have a simple resolution to suggest – keep it strategic in 2015.

With all of the paid and earned media options available – online, print, broadcast, outdoor – it’s easy to get caught up in the tactical execution of getting a specific message to a specific audience through a specific channel at a specific time. Unfortunately, it’s all too common for the tactics to become disconnected from the marketing and communications strategies that they serve.

An ad rep calls with a special, one-off opportunity. A tradeshow sales exec offers you a package of onsite mini billboards. An industry website provides an incentive your participation in a special retargeting program. They all sound like good ideas, and you can probably make a case for each one. But do they help fulfill your overall marketing strategy? Or do they just provide “feel good,” short-term exposure that will have no impact on your customers’ understanding of your brand value and benefits?

How do you resist these opportunistic temptations? Have a plan and stick to it. Your plan should be rooted in a strategy that keeps your brand moving in the right direction with the right messaging to the right audiences. Not just for a week at a tradeshow, or a few thousand impressions on a website, or an ad that you wouldn’t have bought if it weren’t a last-minute discount offer. Every now and then, you’ll find it makes sense to grab an unplanned opportunity – just make sure it fits into your strategy and offers a well-defined interaction for your brand with one or more of your target audiences.

Your strategy is a compass that points to success for all of your marketing and communications tactics. Stay focused on that strategy and let it guide you to a great year in 2015.

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