Would you play football without a strategy?

Marketing StrategyAs I watched my son’s football game this weekend, I was struck with how important it is to have a solid strategy to win the game.

I know many would debate whether the game is won by good defense or a strong offensive line, but these are mere executables – the game, very few can deny, is won on the best game strategy.

Imagine a game with no strategy, with players not knowing their position or their objective. I can’t imagine that game being very successful.

Growing your company requires having a winning marketing strategy, yet surprisingly not all companies have one. Instead, many have a list of tactics or “plays” they should have and then execute on them. Often through sheer luck, the “play” or marketing tactic is successful in the short term, but over the long term of a game or of a business quarter, the tactics run thin and the result is a loss.

To win the season, coaches will set a strategy, which will be tweaked depending upon the battle on the field. Similarly in business, if you want long-term gains, then creating a strategy is the only way to go.

Your marketing strategy should be to influence both existing and prospective customers that your business offers something unique or special – differentiating you from the crowd. If you fail to persuade people that your service is unique or offers “additional value”, then your customers’ buying decision may simply come down to price alone.

A focused marketing strategy depends on continually explaining and emphasizing how and why your business is not only reliable and represents good value, but is also different (read better) from the competition in subtle and genuine ways.

With a strategy in place, you could have a year like the Patriots did in Super Bowl XXXVIII! In business, your marketing strategy will lead you to create and implement marketing campaigns and tactics that stay focused on the needs of the target customer, with an emphasis on continuously communicating the benefits of your services over those available from the competition. Do I hear touchdown in your future?

What do you think? Do you have a professionally written marketing strategy that you follow in your business? If not, what’s stopping you from creating one? I look forward to your comments below.

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