Implementation - The essence of effective marketing

Marketing Matters S4E2 - Implementation in marketing: a process not an event

Looking at managing marketing processes using our PIMMS method, the I stands for implementation. There is a divide between planning and implementation as, so often, people are fixated on the former and never get round to the latter.

It's very easy to believe a plan needs to be perfect to guarantee success but, as is the nature of marketing, some things are bound to fail and the key is making sure enough succeeds to offset those failures. Implementing a plan is not about the absolutes of success: it's about trying, learning then iterating. Listen here...

Implementation - The essence of effective marketing

Marketing is nothing if you don’t actually talk to people. You may think this is obvious but marketing implementation is essential.

Communicating your proposition to your target audience is the essence of effective marketing. The problem is that taking the plunge and putting your message out there also exposes a business to failure. What if we don’t get the response we hope and planned for?

It’s the same as the old story about the sales rep who never lost a sale. Actually, they never closed a deal. Sure, they never lost a sale – but they never won one either! The fear of rejection was so great that they were happy never to win an order – so long as no prospect ever turned them down. The outcome was inevitable. They lost their job. Somehow this can be put down to being on the receiving end of someone’s else’s decision. Not my fault. I couldn’t do anything about it.

This is the world of marketing in many SME businesses. There is a lot of planning and other ‘marketing development‘ but actually pushing the button and doing something can be a long time coming. Read more...