Coping with a Marketing Crisis: When to Throw Strategy out the Window
Coping with a Marketing Crisis: When to Throw Strategy out the Window
When there’s a crunch on, the fact is this: brand strategy and brand development, while important, simply have to take a back seat to action items. Instead of “ASAP,” we use terms like “hard deadline,” “critical path,” “essential deliverables,” and “final destination,” to bring order to a potentially chaotic situation.
Here’s a “glass is half full" perspective: an emergency need can springboard a company into a solid, long-term marketing program. This sudden shift into action mode inspires an eventual long-term, proactive approach to your brand’s success.
And, when in crisis mode, consulting with professionals to create hard deadlines and develop a workable action plan can be the difference between success and failure.
Top Ten Marketing Emergencies
Over the years, Delia Associates has seen it all….and remedied even the most urgent marketing calamities, including our Top Ten Marketing Emergencies:
1. An upcoming event – your event is only weeks away and you need presentation materials, posters, collateral, media kits, and participants to fill the seats.
2. A tradeshow on the horizon – your event is only three months away, and you have made no arrangements for a booth structure, or given any thought to how to “win the crowd” once you and your booth make it to the show floor.
3. A product/service launch – you’re about to unveil your latest creation . . . now only if your customers and prospects knew about it.
4. A direct competitor – is about to introduce a new product or service . . . and you have an opportunity to beat them to the marketplace.
5. Sudden Partnership or Acquisition – your company just joined forces with another brand and your web site, sales collateral and corporate communications need an immediate overhaul.
6. A Major Meeting – You just set a meeting with what could be your next great client, yet your presentation materials are not very presentable.
7. A Speaking Opportunity – you’ve just been asked to replace the keynote speaker at a huge industry conference – this weekend – and you need a presentation and hand-outs that look like they took months to prepare.
8. A Strategic Partner – has offered to put your message in front of a new segment of potential customers, but you have nothing to give them.
9. Something Big – your company just realized a big victory. The news is time sensitive and you want to take a proactive stance.
10. Rumor Control – the rumor mill is churning and you need to issue a press release to set the record straight.
Do any of these sound familiar?
If you are currently experiencing one (or several) of the Top 10 Marketing Emergencies, you’re not alone. We’ve seen it happen to companies of all sizes, in all different industries. So the last thing we’ll say is the last thing you’ll want to hear: “Why didn’t you address this sooner?”
Emergency Marketing Team
Instead, we’ll put our Emergency Marketing Team to work, and help you turn a crisis into a conquest. Delia Associates’ team of brand strategists, public relations professionals, media experts, web developers, designers and copy writers are experienced in just-in-time marketing scenarios. Go here for more information, or call 908-534-9044 ASAP (only kidding).
Remember, sometimes a marketing crisis can bring out the best in people, and bring your brand communications to the forefront of importance. So take the glass-is-half-full outlook, roll up your sleeves and get going. You can do it. And if you hit the wall, give us a call. Good luck and play well!
Coping with a Marketing Crisis When to Throw Strategy out the Window - To learn more about this author, visit Ed Delia's Website.
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Too often, small to mid-sized company executives become consumed with the day-to-day operations of the business. As a result, important marketing strategy sessions end up at the bottom of the pile of importance. However, an immediate marketing need or crisis can bring business to a screeching halt. Suddenly, your brand, your message, and how the message gets out, becomes top priority.
When there’s a crunch on, the fact is this: brand strategy and brand development, while important, simply have to take a back seat to action items. Instead of “ASAP,” we use terms like “hard deadline,” “critical path,” “essential deliverables,” and “final destination,” to bring order to a potentially chaotic situation.
Here’s a “glass is half full" perspective: an emergency need can springboard a company into a solid, long-term marketing program. This sudden shift into action mode inspires an eventual long-term, proactive approach to your brand’s success.
And, when in crisis mode, consulting with professionals to create hard deadlines and develop a workable action plan can be the difference between success and failure.
Top Ten Marketing Emergencies
Over the years, Delia Associates has seen it all….and remedied even the most urgent marketing calamities, including our Top Ten Marketing Emergencies:
1. An upcoming event – your event is only weeks away and you need presentation materials, posters, collateral, media kits, and participants to fill the seats.
2. A tradeshow on the horizon – your event is only three months away, and you have made no arrangements for a booth structure, or given any thought to how to “win the crowd” once you and your booth make it to the show floor.
3. A product/service launch – you’re about to unveil your latest creation . . . now only if your customers and prospects knew about it.
4. A direct competitor – is about to introduce a new product or service . . . and you have an opportunity to beat them to the marketplace.
5. Sudden Partnership or Acquisition – your company just joined forces with another brand and your web site, sales collateral and corporate communications need an immediate overhaul.
6. A Major Meeting – You just set a meeting with what could be your next great client, yet your presentation materials are not very presentable.
7. A Speaking Opportunity – you’ve just been asked to replace the keynote speaker at a huge industry conference – this weekend – and you need a presentation and hand-outs that look like they took months to prepare.
8. A Strategic Partner – has offered to put your message in front of a new segment of potential customers, but you have nothing to give them.
9. Something Big – your company just realized a big victory. The news is time sensitive and you want to take a proactive stance.
10. Rumor Control – the rumor mill is churning and you need to issue a press release to set the record straight.
Do any of these sound familiar?
If you are currently experiencing one (or several) of the Top 10 Marketing Emergencies, you’re not alone. We’ve seen it happen to companies of all sizes, in all different industries. So the last thing we’ll say is the last thing you’ll want to hear: “Why didn’t you address this sooner?”
Emergency Marketing Team
Instead, we’ll put our Emergency Marketing Team to work, and help you turn a crisis into a conquest. Delia Associates’ team of brand strategists, public relations professionals, media experts, web developers, designers and copy writers are experienced in just-in-time marketing scenarios. Go here for more information, or call 908-534-9044 ASAP (only kidding).
Remember, sometimes a marketing crisis can bring out the best in people, and bring your brand communications to the forefront of importance. So take the glass-is-half-full outlook, roll up your sleeves and get going. You can do it. And if you hit the wall, give us a call. Good luck and play well!
Coping with a Marketing Crisis When to Throw Strategy out the Window - To learn more about this author, visit Ed Delia's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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