Strategies - Do you really need to do the tactics?
Strategies - should you do or not?
Was going through some old paperwork the other day (from a fashion company I worked for many years ago) and discovered all my notes that I took when in meetings with the CEO, President, and CFO (the owners).
Page after page was "get one page ad in xxx magazine" and "send in item for review in xxxx magazine".
Not once, in all my notes, was their discussions about where we were going to be one year from now, let alone in six months.
But, let me be fair - there is definitely a difference in marketing STRATEGY for a family owned business and a large publicly owned business.
I have been at each end of the spectrum - on one hand, like at the above business, all I did (and all management wanted me to do) was tactical marketing. Sending out a press release, placing an ad, etc. They never wanted to meet and discuss where they wanted to be one year from now; how, if they planned now, I could position one of their new products and its new brand to take on the world. They were happy with the strategy that they had for 20 years and would continue to keep for the next 20 years.
The other end, I worked with a company that only wanted strategies - LOVED strategies - what we were going to do next year, where the brand would be in three years, how the products would be packaged, how the website would look (when finished), how I would get coverage of the products in all the media, etc. But (there is ALWAYS a but, huh?), when it came to the budget needed to implement these strategies, I would ask for $1M, (less then 1% of their total revenue), and they would say, great, do it, but, for 1/4 of that. I understand pencil sharpening on budgets, but, not to this degree. What we ended up with were strategies that everyone liked - on paper - but in reality, they always fell short, because the tactical side took a hit.
Strategies and tactics should always work hand in hand. In looking at current job openings around the world today, you always see "must be willing to roll-up their sleeves" and "must have entrepreneurial spirit", etc. but, many of these companies are working in start-up mode - which is great, because in todays market, you must be able to turn on a dime, NOT on $1 bill; because of this, strategies are "nice to haves", not requirements, or, they are requirements, but, the tactics take a hit.
Needless to say (in ending), a strong strategy, that has the full support of the company (staff as well as budget) and the capability to DO the tactics will make most products and services successful.
Remember (for example), without packaging, you don't have a budget - and if you don't have a strategy on what, how, and why you need this packaging over the long term, you will lose - not only the market, but, the essence of what you are trying to build.
Plan for the future - have a strategy in place when launching a new product, brand, or service, but, insure that you have the tactical capabilities to be able to implement what you are trying to do. Don't get lost in beautiful presentations and paperwork - roll up your sleeves - but, always, step back and make sure that your strategy is being followed.