Ever wonder why marketing can seem like such an uphill battle sometimes? Almost every new marketing initiative – from a fresh campaign to a brand re-fresh – has an uphill battle to a successful launch. The obstacles are remarkably similar regardless of an organization’s size, industry, or prominence, and each obstacle has an insidious little myth behind it. Here are the most common myths – BUSTED!

MYTH 1: BUILD SANDCASTLES
They’re pretty, but they won’t hold water

  • Question your assumptions behind your strategy and tactics.
  • How do you know (all of) what your attendees want?
  • How have you decided this is the best program structure?
  • Why are you focusing your efforts in particular places instead of others?
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MYTH 2: KEEP UP WITH THE JONES’ Use your unique differences

  • Admit the “ego factor”
  • Know your niche
  • Know your mission
  • Stay true to your strengths and develop your unique qualities
  • Define your own measure of success
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MYTH 3: DRINK THE KOOL-AID
Not so fast! Think for yourself

  1. You are not your audience
  2. Just because you build it, does not mean they will come
  3. Build a product (event) that has a wealth of benefit to your audience from their perspective
  4. If that’s not working as well as you like, go back to No. 1
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MYTH 4: GO BLIND
See your audience in a new light

  • Do the research
  • Build a strategy, a position, a set of key messages
  • Know your audience, where they find information, what they need to know
  • Understand what your S.W.O.T. is and how to play to that

 

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MYTH 5: YOU CANNOT CONQUER THE MANY-HEADED BEAST
Haven’t you heard of Hercules?

  • Have a single point of contact/lead
  • Autonomy in certain areas and accountability for sub-committees soothes the savage “committee beast”
  • Align success metrics with overall success
  • Have reporting at regular intervals
  • Complete consensus is not necessary
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MYTH 6: FIRE DRILLS ARE INEVITABLE Fire drills are for people who like to play with fire

  • Plan, plan, plan
  • Have a production timeline
  • Use a community timeline management tool (Central Desktop, Bootcamp)
  • Keep communication open among various areas
  • Allow for some unplanned emergencies, but don’t create them
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MYTH 7: THIS ISN’T ROCKET SCIENCE But it IS marketing science

  • You wouldn’t perform your own surgery – would you???
  • Outside resources may cost more, but can also improve cost/benefit ratio
  • You can focus on what you do best, where you can realize the greatest return
  • Do a core assessment of what strengths your team possesses then use outside talent to supplement those
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MYTH 8: GOOD PLANS NEED NO PLAN B B is for the Bold

  • Bold marketers don’t put all their eggs in one basket, but they do plan to win
  • No plan is perfect
  • If a tactic doesn’t meet expected results, shift your approach
    • Media
    • Message
    • Frequency
    • Location
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MYTH 9: A PENNY SAVED IS A PENNY OF PROFIT Invest your pennies, don’t save them

  • How did you arrive at your budget?
  • What do you plan to accomplish for that budget?
  • Someone will always do what you do cheaper
  • For the full VALUE equation, look at your objectives and your results
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MYTH 10: NO ONE NEEDS A BREADCRUMB TRAIL Breadcrumbs lead to success

  • If you succeed, can you repeat it?
  • If you fail, do you know where you went wrong?
  • Research surveys, focus groups, tracking emails, response surveys, micro landing sites, Google Analytics, polls – all are breadcrumbs
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