Sun Tzu’s The Art of War May As Well Have Been About Advertising
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu – The Art of War
Often in business, we feel like we’re on strategy, but as we move further away from when that strategy was defined, we’re really just going through the motions. Activities are being completed, but we lose site of why we are doing them and what they are supposed to accomplish. In addition, there can be changes in the marketplace, competitor’s messaging, consumer concerns and even the methods of communication.
Most companies review their strategies at year-end, but the best businesses are updating and improving their strategy more often than annually. By more frequently updating your marketing strategies and refocusing your activities, you will stay on track, get through all of the noise and reach your audience.
How about a summer strategy tune up?
Make sure that you’re staying on track to achieve your goals. Ask yourself these four questions:
- Does your media mix properly address the ever-changing ways your target audience consumes information?
- Does your messaging strategy correspond with your current competitive advantages?
- Does your social media have a strong strategy that echoes your brand yet reaches beyond?
- Are there measurements to track whether or not your tactics are executing your strategy?
Stevens & Tate is a full-service advertising agency specializing in strategic creative thinking. Contact our team to discuss your marketing strategy today.
Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.
