Whenever you set out to do something important, one of the first things you need to do is to decide what and how much you are willing to commit to it. Marketing is no different. Once you have a marketing strategy set, you need to decide exactly how much time and money you are willing to commit to it and you need to stick with those commitments. I have witnessed companies set strategies in place and then decide to jump ship in reaction to a competitor’s strategy, or they are not impressed with the sales a couple of weeks into the strategy and so they bail. The result? A rushed and ill-planned alternative route that likely everyone is not onboard with or aware of. The result of that? Inconsistencies in the way that the company speaks to consumers.
While some marketing strategies yield immediate sales, some efforts are most effective with leaving an impression with the consumer and nurturing relationships that may result in brand ambassadors (super-loyal consumers who spread the word about your brand just because). So don’t get so caught up in whether or not your numbers are shooting through the roof after you initiate a strategy. You have to give it time to run its course, especially if you haven’t even gotten any metrics on your efforts. That’s why you should set a minimum time commitment and stick to it. Don’t bombard your audience with messages because you change your strategy on a whim. Trying to keep up with the Jones’ and lacking dedication to your strategy can hurt you tremendously in the long run.
If you work at a larger company, jumping ship from strategy to strategy can be really discouraging, frustrating and confusing for your team and the company. When people spend so much time and energy to produce work for a given strategy, only to see aborted, the damage to their morale can be huge, especially if it happens often. You can’t expect your team members to get excited about working and ready to give their all if they have been shown that their work won’t live long or be given the shine they thought that it would receive.
I realize that sometimes things happen and you have no choice but to change up your strategy. Situations that involve legal issues or situations that unknowingly alienate or insult a significant group of your consumers are examples of times where changing your strategy may be necessary. However, reactions to the competitive environment or lackluster sales are not reasons to abort strategies that you and your team have worked hard to develop and implement. Plain and simple, commit to your strategy.