Is your marketing short view or long view?
In the enlightening book Brandraising, Sarah Durham lays out the difference that strategy and planning can make in promoting your business. Simply put, the short view involves reactive decision-making. It has an ad hoc budget; few formal guidelines for the organization’s identity; and any new initiatives are not connected strategically to the overall brand. The result is truncated and ineffective.
The long view approach does require focused development at the outset, but done correctly it can weather changes in your organization over time. It is a proactive approach to budget with documented branding and messaging (e.g., style guides). There is conclusive evidence of a target audience and project goals, with concrete deadlines for delivery. Done correctly, this saves time when the brand and messaging are already standard, and only minor adjustments need to be made.
And how it relates to race training
I am training to compete in a duathlon this year. While it is obvious that I need to plan gradual increases in running and cycling distances to meet my training goals, I also must pay special attention to the “transition” between the end of the cycling portion and the beginning of the footrace. If I didn’t plan and train for that component, my noodle legs would not transition quickly from pedaling to pounding the pavement. With a proactive approach to race day, my legs should adjust quickly and smoothly.