Strategy vs.Tactics

Posted March 10th, 2020 in blog, copy, marketing, strategy by Gary

One of the most common difficulties I have encountered in marketing is the confusion between strategy and tactics. It arises, I believe, from the fact that the words are used together: a successful strategy cannot be executed without tactics.

Tactics, however, can be executed without strategy.

The goal of every business is relatively simple: drive revenue. To do this, companies employ tactics like sales, promotions, sweepstakes, etc. When these tactics achieve their goal of bringing in more dollars, the strategy is declared successful. See the problem?

For the proverbial mom and pop local shop, tactics are all that they really require. A large part of the success of their business lies in their location and proximity to their customers. If there is a demographic shift – a factory going out of business, a big box store moving into the neighborhood – these businesses simply close up shop. Then someone comes to town and makes a documentary about the injustice of it all, the innocence of the past and the harsh realities of the present, but I digress.

The first challenge in developing a successful strategy lies in the fact that tactics work. This is a good thing, because the fact that tactics do actually work justifies using them as the building blocks in a strategy to achieve growth. This can also be a deterrent as it makes it more difficult to focus on the larger picture and figure out where one wants to be in six, twelve or eighteen months.

So this is where it starts to get more complicated. In business there are rarely clear starting and ending points. There are dates when things begin and end, such as campaigns, but these are established in a muddier framework. Does the strategy start when it is first conceived or when it is rolled out? While the campaign is being prepared, business is still being conducted. In a best case scenario, the tactics being employed during this period are effective and driving revenues. But this makes the whole process messy. Why change what works? Why am I worried about strategy and what might happen next year when things are working today?

Strategy gives tactics context. Context can be evaluated. And this context makes it possible to decide how best to improve on the tactics. Marketing is a grind. It is about successfully executing and evaluating the tactics involved in an overall strategy, day in and day out.

To develop a coherent strategy involves determining the goals for the company. This is where it gets even more complicated, and we haven’t even gotten to managing all of the moving parts. Obviously, you want to make money. What else do you want to achieve through your marketing efforts? What do you want people to associate with your product or service? Are you going to attract people with discounts? Wow them with the quality of your goods? How do you want to tell your story?

You see, there are a number of different directions your strategy can take and decisions need to be made about what will lead to the greatest success. This is one of the reasons that understanding one’s business and defining the value that your product or service brings to the table is so important (see Getting the Foundation Right, last week’s post). If you cannot really define what you are doing, how can you articulate what you want to be doing in a year?

All of these questions need to be answered while one is doing business, unless you happen to be going after investor dollars, which poses a whole slew of strategic questions that I plan to address in a later post.

All of this and we haven’t even started to discuss the tactics themselves and how each one advances the different goals articulated in the strategy. Sounds complicated, I know, but it simply requires hard work, insight, and organization.

Did you notice that we haven’t even started to address media, voice, or messaging?

So many options, so many decisions, so many moving parts.

So much fun. All you need to do is enjoy thinking in time.


Work Life Imbalance

Posted March 3rd, 2020 in blog, thoughts by Gary

One forgets how work can become all consuming. The number of moving parts when you work with a smaller company can make it feel like you are juggling seven pins while riding a unicycle through a sandstorm.

This is not everyone’s cup of tea.

Extremely collaborative and by nature a creative, I find this kind of environment enthralling: too much to do, not enough resources, continuous deadlines. For the marketing department, the tasks can feel particularly daunting, especially when products are still being beta tested and the messaging strategy is little more than an idea. If you enjoy what you do and thrive in an environment where it’s about getting things done, this kind of situation can wreak havoc in your work life balance.

I’ve been working with a company for a little more than a year, and haven’t done much else.

Walking the tightrope between work and life is something that affects us all to different degrees and often for different reasons. Some are pursuing fame and fortune, others want more responsibility. I relish solving complex problems and watching things come to fruition, so the situation I am in represents a particularly good work environment for me.

Does it represent a good life environment? I am not so sure.

So what is one to do?

The subconscious works 24/7 and there will be may nights when I wake up around two or three with the solution to one of the day’s conundrums. It is simply how I am wired. The important thing is to keep things in perspective. Whether it is meditation, the gym, a good book, or simply cooking a great dinner, doing the things that have nothing to do with work and that we enjoy actually make us better and more producutive in the long run.

Even if work is something that we really enjoy.

A blog can help too, I hope.

How vs. What

Posted February 25th, 2020 in blog by Gary

Discussions on what needs to be accomplished to achieve certain goals are always interesting, especially when you happen to be participating on both sides of the aisle. As the marketing director of the company where I work, it is easy to enumerate the number of executables that we need to finish, assign them to specific people and set a reasonable deadline. The irony, is that I am generally the person executing those deliverables. This intriguing situation can create a certain irony, where the “marketing” is the work and the collateral – for whatever media we have chosen – is supposed to be the “fun.”

Or at least that is how it seems to go in meetings. Creative is generally considered easy, which is how it is supposed to look once it is finished. Take it from me: it isn’t.

Atonal Compositions

Posted February 18th, 2020 in blog, copy, marketing, social media by Gary

With the rise of social media and the growing need for companies to have a coherent online personality, the importance of tone and voice cannot be overstated. The problem, such as it is, lies in the fact that establishing consistency is equally important no matter the size of the company.

In smaller companies, the problem is a lack of resources. The person  generally responsible for posting on the web, maintaining the blog, updating Facebook and keeping the Twitter account  going, is often the same person that oversees the creation of collateral materials like the PowerPoint presentations, the one-sheets and whatever else the company deems necessary for success.

In larger companies, the challenge is staying on top of all the activity that is relevant to the various outlets now available. This creates issues of internal communication, oversight and the control of copy.

In one case, there is too much to do. In the  other, too much to stay on top of.

How can one achieve success facing these difficulties?

For the smaller company, it is about establishing priorities and making sure that they are respected. This assumes, of course, that the company has executed it’s value proposition and values coherently so that those priorities make sense to everyone. The fact that one needs to have a solid foundation to establish a coherent strategy is a recurring theme on this blog and something that generally gets short shrift as fires keep popping up.

For the larger company, the challenge is to get the entire team to understand the importance of these new media. In many cases, the benefits are not tangible right away so different departments are apt to push the importance of these internal communications down the ladder. This is where leadership needs to step in and explain how important it is to maintain these avenues of communications consistently and over time so that the bond with the client or customer can be deepened as the opportunities present themselves.

This represents one of the biggest challenges marketers face right now as our profession adapts to the evolving technologies that keep bringing us all closer together. And communications occur at a faster and faster pace and can last forever.

Addressing these new challenges has ledme to the conclusion that these modern communications tools rely on talents that are harded and harder to quantify. Defining a good writer has never been easy.

And finding one is often hard to do in the first place.

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And another one bites the dust

Posted February 11th, 2020 in blog by Gary

Happy New Year! Joyeuse année pour tout le monde!