What’s the easiest way to sink a marketing campaign? You guessed it: poor execution. Many marketers focus extensively on strategy, which they should. But problems can begin to emerge when strategy is the sole focus at the expense of the tactics that will be executed. A good strategy and tactics often lead to a winning marketing campaign, but good strategy and poor tactical execution almost always lead to failure.
With this in mind, how can we promote great execution of our marketing campaigns? Think in terms of the three T’s of execution: time, talent and testing.
- Time – Great execution takes time. Rushing inevitably leads to second best or even mistakes. Good creative and planning should be well thought out, which is difficult to do if there isn’t adequate time. Make sure to build in appropriate timelines for each stage of execution to ensure the best results.
- Talent – Use the appropriate professionals for each part of the process, including writers, designers, photographers, videographers, media professionals and any other professional that’s needed. Many professionals bring skills in several of these areas. Utilize as much talent as possible for the best results.
- Testing – A great way to make sure you’ve hit the mark with your execution is to test it, and on people in your target market if possible. This will allow you to validate that your work is quality or provide an opportunity to tweak it if necessary before going to market.
There’s no way around it; great execution is critical to great results. Getting this right is worth every minute you will put into it. Don’t waste a great strategy. Take any and every means needed to match it with great execution.
Let me know your thoughts on this important aspect of marketing.
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.