Do you go on holiday with a destination in mind? I don’t know about you but I adore traveling. I have been feeding the addiction for years and been fortunate to experience hundreds of interesting destinations along the way. Chatting to a friend recently, I realized my way of traveling has changed along the years & there is a lesson in here for marketing your business too…(bear with me – I promise not to get the holiday snaps out!)
As a little girl, my parents would decide where I was going on holiday & I would sit there as a passenger enjoying the ride, but not being in control.
When I was 17 I bought a 1975 red Beetle with a tartan gear stick & air conditioning in the form of a rusty hole in the floor… I used to drive wherever I fancied but with no real plan of how I was getting there or even why I was going.
Then at University, after saving up with (random) part time jobs, I visited exotic countries with my belongings strapped to my back. All I knew was that I wanted to “Experience India” or ”Experience Japan” so I got off the plane to see what happened.
I still love to travel but due to running my business, time is now more precious so I always have a firm destination in mind first & a plan for what we will do when we get there.
This is where the tenuous link comes in. How do you approach your marketing efforts? Like a passenger? A wanderer? A thrill seeker? Or like a professional?
A. Do you let other people like competitors drive you somewhere you may not want to go? If so you are a marketing passenger.
B. Do you randomly zoom around from one project to another going no where in particular? If so, you are a marketing wanderer.
C. Do you put all your effort into one big campaign then shelve marketing again for the year? If so, you are a marketing thrill seeker.
D. Or do you focus your attention on a specific objective and then put a plan in place to get there? Congratulations! You are a marketing professional.
The moral of the story is this…
It can be exciting to flit and flirt from one project to the next but sometimes you need to just sit down and get your thoughts in place first to figure out your marketing destination. Leave the wanderlust spirit for your holidays rather than letting your business wander off all over the place.
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