NO MOREBUSI NESS ASUSUAL Whats or t sofat t i t udesandbehavi or sdoesi tt aket obe s uc c es s f ulwi t hNew Mar ket i ngMas t er y? I ’ vet al kedwi t hpeopl eal lovert hewor l dwhoar ewr es t l i ng wi t ht hec hal l enge,andmos tar enotatal lc omf or t abl ewi t h adopt i ngar eal t i memi nds et .I t ' snotont hec or por at e agendaort hebus i nes s s c hoolc ur r i c ul um.Andwhent he not i oni sputt ot hem,manypeopl edi s mi s squi c kr es pons e t ooppor t uni t i esandt hr eat sasr ec kl es sorr i s ky. At t i t udesar es oi ngr ai nedt hatevenwhenc onf r ont edwi t h ani c eber gofft hebow,c ompani esper s i s ti nc hoos i ngs l ow andc aut i ousoverqui c kandni mbl e. Wayt oomuc ht i mei ss pentc hec ki ng,get t i ngper mi s s i on, r es ear c hi ng,andr unni ngi tpas texper t s .Byt het i mea dec i s i oni sfinal l yr eac hedi t ' st i met oheadf ort hel i f eboat s .
What ’ sExpect edi nt heCor por at eWor l d Wai t ,t omakec er t ai n. Wor kf r om c hec kl i s t sdi c t at edbyoneyearandevenfiveyear bus i nes spl ans . Meas ur er es ul t squar t er l y. Exec ut ebas edonal ongt er m new pr oduc tl aunc hment al i t y. Or gani z ear oundmul t i mont hmar ket i ngandc ommuni c at i ons c ampai gns . Getper mi s s i onf r om yours uper i or . Rundec i s i onsbyyours t aff. Br i ngi nt heexper t s ,t heagenc i es ,andt hel awyer s . Conduc text ens i ver es ear c h. Car ef ul l yeval uat eal lt heal t er nat i ves . Ai mf orper f ec t i onbef or epubl i cr el eas e. Res pondt oc us t omer sonyourt i mef r ame. Engagewi t hmedi a,anal ys t s ,andc omment at or sonl ywhen c onveni entandc omf or t abl ef oryou. Noneoft hi si si nher ent l ywr ong.Cl ear l y,r es ear c h,pl anni ng,andt eamwor kar e es s ent i al .Thepr obl em i st hats peedandagi l i t yar et ooof t ens ac r i fic edf ort hes ake ofpr oc es s .
Mar ket i ngatt hes peedofs l ow Thec onvent i onalappr oac hf avor sac ampai gn( not et hewarmet aphor )t hat r equi r espeopl et os pendweeksormont hspl anni ngt ohi tt ar get s .Agenc i esmus t bec ons ul t ed.Mes s agi ngs t r at egi esmus tbedevel oped.Adver t i s i ngs pac e/ t i me mus tbebought .Conf er enc er oomsandr ef r es hment smus tbepr epar edf orpr es s c onf er enc es .Doyous er vet hem s us hiors andwi c hes ? I npl anni ngahead,mar ket i ngandPRt eamsc ommonl yl ookbac k.Whatwer ewe doi ngfiveors i xquar t er sago?Whathappenedatt het r ades how l as tyear ?I ndoi ng s ot heyi gnor ewhat ’ shappeni ngr i ghtnow,t oday,t hi si ns t ant . I t ’ sac omf or t abl ewayt owor k,f ol l owi ngt hepl anandt hepr oc es s .J us tdowhat ’ s expec t edandt her ei snor i s kofget t i ngi nt r oubl e.Byc ont r as t ,r es pondi ngt o event si nr ealt i mei sunc omf or t abl e;i tr equi r esqui c kt hi nki ngandt aki ngr i s ks .You needt oc ons c i ous l yandpr oac t i vel yadoptar eal t i memi nds et .
We’ r ei nanew wor l d Thepr oc es ss t ar t swi t hanunder s t andi ngofj us thow s ever el yc onvent i onal met hodsc anhandi c apbus i nes sf unc t i ons —es pec i al l ymar ket i ngandPR—i nt he al ways onwor l dofi ns t antc ommuni c at i on.
SoWhyBot her ? Bec aus enow event sunf ol dl i ghtyear sf as t ert hana c onvent i onalc ampai gnc andealwi t h. Bec aus eyourni mbl e,r eal t i meor i ent edc ompet i t ormay s nat c hahugeoppor t uni t yf r om underyournos ebef or eyou evennot i c ei t ’ st her e. Bec aus eyourc ompanywi l ll ookoutoft ouc handc l uel es s whenac r i s i shi t sandyouhavenot hi ngt os ayf orawhol e hour . Bec aus ewhenabuyeri sr eadyt obec omeyourc us t omer ,t he t i mei sNOW.
Devel opi ngar eal t i mebus i nes sr equi r ess us t ai nedeffor t :enc our agi ngpeopl et o t akei ni t i at i ve;c el ebr at i ngt hei rs uc c es swhent heygooutonar eal t i mel i mb; c ut t i ngt hem s l ac kwhent heyt r yandf ai l .Noneoft hi si seas y.
Real Ti meBus i nes s Ac tbef or et hewi ndow ofoppor t uni t yvani s hes . Revi s epl ansast hemar ketc hanges . Meas ur er es ul t st oday. Exec ut ebas edonwhat ’ shappeni ngnow. I mpl ements t r at egi esandt ac t i c sbas edonbr eaki ngnews . Empoweryourpeopl et oac t . Movewhent het i mei sr i ght . Enc our agepeopl et omakewi s edec i s i onsqui c kl y,al onei f nec es s ar y. Makes wi f ti nqui r i es ,butbepr epar edt oac t . Qui c kl yeval uat et heal t er nat i vesandc hoos eac our s eof ac t i on. Geti tdoneandpus hi tout ,bec aus ei twi l lneverbeper f ec t . Res pondt oc us t omer sont hei rt i mef r ames . Engagewi t hmedi aatt hemomentt heyneedyouri nput .
Todevel opr eal t i mebus i nes s ,c ul t i vat ei ndi vi dual sf orwhom i ti ss ec ondnat ur e. Compani est hatdohavear eal t i memi nds etpus hdec i s i onmaki ngasf ardown t hel adderaspos s i bl e.Fr ont l i nes er vi c er epsdec i dehow bes tt odealwi t h c us t omeri s s ues .Mar ket er sar ef r eet obl ogaboutt hei rwor kandc ommenton ot herpeopl e' sbl ogsasappr opr i at e.Publ i cr el at i onss t affer sar eempower edt o r es pondi mmedi at el y,wi t houtas ki ngmanagementort hel awyer s . I nar eal t i mec or por at ec ul t ur eever yonei sr ec ogni z edasar es pons i bl eadul t .
Ani mme ns e l ypowe r f ulc ompe t i t i v eadv ant age flowst oor gani z at i onswi t hpe opl ewho unde r s t andt hepowe rofr e al t i mebus i ne s s .
DAVI DMEERMAN SCOTT
MARKETI NGANDSALESSTRATEGI ST WWW. DMS. LI VE @DMSCOTT
Copyr i ght© Fr es hs potMar ket i ngLLC Pl eas edonots har et hi si nf ogr aphi cwi t hpeopl eout s i deyourt eam whodi dnotpur c has emyNew Mar ket i ngMas t er yonl i nec our s e. Thankyouf oryourunder s t andi ng.Davi dMeer manSc ot t