“Set and forget” is not a good approach to marketing.
Yes you need that strategic direction. Changing strategy frequently means time is wasted constantly re-communicating ideas and risks a greater chance that mistakes will be made as people have to understand a constantly changing focus.
- Brand guidelines in place – check
- Objectives established within your marcomms plan – check
- Target and desired ROI agreed and measurable – check
But once set, indvidual campaigns can be allowed freedom of thought. Let your people get creative with their ideas. Tap into the passion in your business to find the idea that will inspire and engage others. That’s the bit no one can do for you.
Test, don’t guess
If you have more than one idea, even better. Don’t let that be a cause of argument, use multiple ideas to your advantage by testing them against each other – it’s called A/B testing. If the strategy is robust implementing variations of activity won’t cause confusion, it will give you vital learnings. Absorb them, change it a bit, go again!
Remember the old adage defining insanity? “Doing the same thing over and over again and expecting different results”.
It’s attributed variously to Einstein or Rita Mae Brown or Mark Twain depending on who you believe and it makes perfect sense for your marketing.