Marketing Success vs Failure: The Importance of Setting Expectations
The phone must be broken
Marketing takes time. Phones don’t ring off the hook the minute your first ad runs. There won’t be lines out the door and you don’t need to hire a phone bank of operators to handle the call volume. That isn’t to say those things won’t happen. But unless you are giving away free gold bouillons, your advertising will build on itself and your success will be gradual.
Before the execution of any marketing plan begins, it is vital that you have your expectations in check and that you set appropriate expectations for those above you as well. Success or failure of an advertising campaign is often evaluated against expectations. But who sets those expectations? Do you or does someone else?
In order to properly align your expectations, consider these before finalizing your marketing plan:
1.) What does success look like? This needs to be quantifiable. It can’t be a “feeling.”
Don’t set pie in the sky expectations.
Are your success expectations realistic? It is important that you have agreement on this expectation from all parties involved. That includes everyone on your marketing team (including your boss if you have one) AND the salesperson you work with on the advertising side.
2.) What is a realistic timeline to expect success?
3.) What other factors could contribute to success or failure?
4.) Do you have the infrastructure in place to track success?
This requires involvement and oversight from top management on down. Most people under you won’t care how you go about tracking and measuring because it is not part of their job. But it is your responsibility and your tracking system must be foolproof.
For example, “where did you hear about us” asked by salespeople or phone operators just isn’t enough. You need more specific questions and you need to give them the information they need in order to get the answers you want.
They say that the better the question, the better the answer. Apply that strategy here!
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