I’m a runner. I run about 25-35 miles per week. And I stretch just about every day. Why? Because, to PREVENT trouble, you have to be flexible.
Here’s an industry example.
In December of 2011, we had a 2012 strategic marketing plan approved for a client. It outlined the key objectives for the year and the tactics we would use to achieve them. We had a month-by-month “map” of exactly what tactics we had planned.
In January, that same client stumbled into an outstanding opportunity … an RFP to be the “official” bank of the area’s largest college – and, coincidentally, the area’s largest employer. By February, we had won the bid and this month we opened 2 new branches on the university campus. This is in addition to a new branch that we opened in a different market this month.
The university project was certainly NOT in the plan. And, though the other new branch was planned for, opening 3 new branches in one month was not! To say the least, we had to reallocate some time and monetary resources.
The lessons:
- As we wrap-up Q1 2012, relook at your plan and measure against your annual objectives. How are you doing?
- Though is took a lot of hard work to put together, your plan is not etched in granite (if it actually IS, relook at your budget allocation!). When you create your plan, you have to realize that it will likely NOT execute to the letter.
- Though the last 60 days have been crazy … because we have a well-conceived plan that is based in bank objectives, we are now starting to migrate back to executing it.
Check your plan. How are you performing against it for Q1? What has had to change, or what do you anticipate changing in the next quarter? Have you learned any lessons from your past tactics that can make the rest of the year stronger?
Just as flexible muscles prevent big trouble on race day …. A flexible plan can prevent big trouble to your marketing efforts.
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