Failing to plan is planning to fail. Hard times call for hard measures. Both typical cliche lines perhaps but in the current market, it’s fair to say that they have never been more relevant.

As marketers, we believe that it’s always essential to have a plan but if we really had to pick a time, it would probably be when you’re doing your best. Yes, that’s right. You’re best. So why the heck would I be suggesting a strategy now? Well, if we had a second choice, then now would be it!

You see, it’s not just that many businesses are finding things tough. It’s the fact that the media is pushing the confidence of the consumer down and thus we are seeing this reflect in consumer spending. Now I don’t pretend to be an economist (far from it!) but in marketing terms it’s a simple fact of less money in the marketplace and thus it becomes more important to ensure that you garner as much of your markets’ spend as you can…that’s where the strategy comes in.

Too often strategies are looked upon as static documents and if followed to a tee, will produce the desired outcome. Not only is this unrealistic it is shy on impossible because the market is forever changing.

The current market conditions call for different strategies. Ones that perhaps have not been called upon for some time. I’ve spoken before on areas such as the importance of presence in the market place and strong branding in hard times but if you don’t have a plan as to how you will survive as things become harder, then it’s no wonder some business owners I’ve met are looking so glum!

Innovation is now more important than ever. Clever thinking coupled with strong strategic direction become key to finding the success every business desires – not just now but always.

Some of you may have read about the recent Government initiative ‘Enterprise Connect’. This offers businesses that fits within the scope of the guidelines, assistance across a number of areas. We have a very good relationship with the ‘EC’ team and have already assisted a number of businesses through this funding. If you’re interested in finding out more, click here to read our article on ‘Enterprise Connect’ or contact Tony at the studio.

The effects of a well constructed strategy are enormous and at times unmeasurable. The cultural effect alone could very well make the difference in your business. So if you don’t have one in place, then seriously consider how to make it happen.

Many of our clients refer to there strategic document as their Bible – what better time to have a little faith…