Thursday, September 11, 2008

Against Marketer's Advice

Many of you know that I spend my weekends as a firefighter and paramedic. Often times we are called to someone’s home that needs help, but refuses to allow us to help them or transport them to the hospital. We try our best to convince them of the dangers of their situation, but often to no avail. If they are of sound mind and an adult, we often have no choice but to present them with a legal release and let them sign out AMA (against medical advice).

So, here’s a new term AMA (against Marketer’s advice). In marketing and advertising, it is easy to get swayed to make constant changes in your plan. As the next great medium or advertising offer is placed in front of you, resist. We encourage you to do your research or at the minimum, listen to the agency you hired for that purpose and try to stick by your plan. Know what you expect to happen and how you will measure the results.

There is no point in planning a 26 week campaign, only to kill it after just two weeks (or 2 ads!). Then, blame the creative, the TV station or worse yet, your sales people for a lack of results.

Plan your work and work your plan. Yes, make adjustments as needed, but trust in your advisors and let the plan play out.

- Rob Felber

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