By T. Calkins
Breakthrough advertising and marketing Plans exhibits find out how to create easier and extra strong advertising and marketing plans in an age of accelerating quantities of information, advertising strategies, and aggressive pressure.
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Additional resources for Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth
Ignoring the reality of a situation, however, is a certain recipe for trouble. New products generally fail, competitors will almost always complicate your life, and customers will push back against a price increase. Great plans anticipate and incorporate the reality of the situation. A marketing plan based on optimistic assumptions causes all sorts of problems. First, the plan is rarely credible, so it doesn’t get support. Second, the plan rarely works; it doesn’t deliver the planned results because things never turn out perfectly.
This is true whether the business is small or large. Having three strategic initiatives provides two benefits. First, it forces great focus, and focus is essential for getting things done. The truth is that although we like to think we can do lots of things at the same time, we can’t. ” Second, it is easy to communicate and remember three things. People tend to remember things in groups of threes and fours— which is likely why phone numbers in many nations are broken into groups of three or four numbers.
Is $100 million in profit a good result? Well, if the goal was $120 million, then $100 million is a poor outcome; the team finished well below plan. If the goal was $80 million, however, then $100 million is a terrific outcome; the team far exceeded the objectives. Some people recommend stretch goals, or those that will be a real challenge to achieve. Better to reach for something and miss, the thinking goes, than to shoot too low. If you don’t reach for the stars, you won’t ever get them. A very high goal motivates people to do more and achieve more.