What Marketing Diet Is Your Organization On?

What Marketing Diet Is Your Organization On?
Joel Newport
February 8, 2016
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This time of year we are inundated with advertising for exercise equipment, weight loss programs and diets. For most, it’s a hamster wheel of trial and error combined with loss of interest and lack of motivation. So how do you treat the health and well-being of your organization’s marketing efforts? Here are five things to consider when making your marketing “resolutions” for the new year.

  1. Beware of fad diets.
    Fad diets can work, for a while, but they are not sustainable. And if they are not a part of a bigger weight loss plan, they usually fail. Fad advertising tactics work the exact same way, and if you don’t have a plan to sustain and build on their potential success, they will be at best a successful flash in the pan and at worst a complete failure. Remember the Ice Bucket Challenge of 2014? Of course you do. Seventeen million plus people participated online, generating more than $78 million for the organization. A huge success by any measure, but during the same period in 2015, the Ice Bucket Challenge generated only $500,000. Still a good number to be sure, but not the lightning in a bottle that was captured in 2014. Bottom line: Fads are rarely sustainable and most people spend their time searching for the next one rather than focusing on a healthy, sustainable plan.
     
  2. Keep track of what you eat.
    To be successful in any diet plan, you have to have some idea of what you are eating. If you don’t know how many calories you’re eating, you can’t really know if you are on track to meeting your goals. Monitoring your media tactics is an important part to making sure your marketing is on track and delivering the results you need to be successful.
     
  3. You can’t just eat grapefruit.
    Remember the grapefruit diet? While this was also a fad, I wanted to call it out separately as many people treat their marketing efforts this way. Someone convinces them that you only need to do digital, or only billboards, or television or social media. These are all good tactics for sure, but they are stronger and more effective when used together, which leads me to:
     
  4. A balanced diet is the best diet.
    Yes. What your grandmother told you is true – a balanced diet of fruits, vegetables, proteins and grains is the best way to stay consistently healthy. Now, everyone is different, so for some a little more protein is required, and for others maybe fewer grains. Your marketing plan needs a good balance of tactics as well to support a healthy strategy that produces strong results.
     
  5. Supplements are necessary sometimes.
    So, you have your strategy and you have your balanced marketing approach but you still feel you need something more. Well, try a vitamin or two. Supplementing your marketing plan with the occasional boost or special event that presents itself can add a lot to an already strong strategy, so keep an eye out for opportunities. 

Yes, 90 percent of resolutions are abandoned before February, but with the right team and the right plan, you can make a resolution to have a healthy marketing plan. And keep it.