As a marketer is there anything worse? You’ve invested energy, much of your limited budget and the dial just didn’t move. Everyone is asking the question – what went wrong? And, everyone involved is pointing fingers.
The Sales Team say that they have the distribution and stock weight right, so the issue must be elsewhere. Any agencies involved are equally protective, especially when there is more than one agency at the table. The Media buyer will say that they reached the right audience with a frequency level the budget allowed, so the issue is (maybe) with the creative. The Creative agency will say that they worked within the brief but that (maybe) it’s the packaging or the offer that is at fault – or that the Brand just isn’t resonating with the consumer.
Selling at volume is a complicated business. There are many parts and Murphy’s law applies – anything that can go wrong will go wrong. Managing complexity, and turning it into a strength, is the formula for success.
Often marketers and their agencies skip the strategy and go straight to tactical implementations – without considering the issues or opportunities – it’s a ‘let’s run a promotion, hire a brand ambassador or quickly put something on TV’ approach. Sadly, it often ends in tears.
Strategy is simply a plan. It captures (or maps) all of the complexity that will add wings to your brand and product. A good strategy makes the decisions that follow much more straightforward – which tactics fit, which media, etc.
When sales slow or fail to lift, go back to the strategy AND to your consumers. There is an answer that will only be found by listening to the market. We can help.