Things go wrong. Timelines get stretched. Results fail to meet expectations. These are realities all marketing leaders face. This is especially true at smaller, entrepreneurial companies where marketing strategy is often summarized as “throwing s#!t on the wall to see what sticks.” Invariably it won’t all “stick.” What then is the best course of action when a campaign fails?
Often we encourage clients to stick to the larger plan and to understand that changing market perceptions takes time and that any failed campaign is an opportunity to rethink how and why they are targeting particular audiences. This creates stability and predictability to marketing programs, and it may be the wrong course of action.