Whether your marketing plan matches the calendar year, or not, December is the right time to take the mediocrity test and do a bit of marketing research. If your sales are just adequate, your creative—only moderately distinctive and your marketing objectives-barely achieved, now might be the time to step back and objectively ask…why?
Am I being visionary in my planning or is my plan a reflection of what’s already been done?
Have I allocated a portion of my budget to a risk defined opportunity?
Is my advertising really being noticed? If not, most everything else is wasted.
Mediocrity is a slow moving consequence of not exercising the benefits of a properly structured risk. Taking a risk within a marketing program is part of your job. How well it’s managed, and how often a true risky action is taken, might be the difference between achieving your marketing objectives and beating them next year.