Marketers: Get in the game!

Whether you’re a mega-global-brand-giant or a small regional player trying to get noticed, marketing can be a complex enterprise, indeed. So many factors to consider. So many competitors. Choosing the right channels. The nuances in the target segments. What are the right objectives? Which daypart? Oooh! And our social feeds need to be updated, too. Yikes!

All of these complexities pre-suppose that marketers of all shapes and sizes are active in the consumer (or b-to-b) arena, each taking their shots at the proverbial goal – often missing, and occasionally scoring a heart-stopping buzzer beater. But the unspoken truth is that very often, and in some cases with alarming number, marketers are simply sitting on the sidelines, waiting for the right time to “get in” in the hopes of maximizing their scoring opportunities. (Alright, I’ll quit it with the sports lexicon, but you get the idea.)

Why in the world would a marketer choose to NOT market?  What we see in many cases is the symptom of “analysis paralysis.” You’re bunched up with budgets, message, partners, coordinating schedules with holidays or industry-important trade shows. You’re waiting for approvals or certifications. In the meantime, other marketers in the category are gaining ground simply by being visible.

One familiar refrain: “we can’t afford to do marketing right now, so we’re waiting it out.” The simple truth is this: you cannot afford to NOT be marketing. It’s become more critical now than ever before, since we live in an “always-on” socially connected world. In your absence, your competitors are making impressions, driving conversations, making conversions and building engagement. Sure, sometimes it’s on a small scale, and sometimes they may misstep. But the consumer segment you’re all after is being “trained” that your competitor is a brand that’s ready to be engaged with. Your brand, even if it’s empirically “better” in some respects, is invisible in the meantime, and therefore not considered at all as a player in the category. Now that’s costly.

Another recurring pattern is that marketers are tentative, afraid to go out with a “less-than-perfect” iteration of their materials: the website isn’t quite there, or the first cut of the spot was a little rough and could use some cleaning up.

While we all strive to get it as right as possible every time, you’re perfectly allowed to make a misstep here and there in terms of presentation. Not every performer has his or her best night every night of the tour, and not every marketer is going to nail it on every impression. As long as your misstep is not of the “off-brand” or “off-message” variety, you’ll be fine. Every major brand started modestly, and built off their small successes to improve their messaging and put a more shiny coat on their advertising.

So get off the bench, lace up your briefcase, and get out there with your marketing! Who knows? You might even score a few points with your audience.

Here’s a quick checklist:

  1. Do you have a product or service that can be sold to a consumer [or intermediary] right now?
  2. Do you have a brand promise associated with that product or service that can be turned into a compelling marketing message?
  3. Is that brand differentiated from competitors in your category?

Then YAY! You’re ready to go! You can basically start marketing immediately. How much, or how aggressively, is up to you.

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