As much as we try to plan in marketing, there are always new or unplanned opportunities that arise. A marketer needs to be adept at recognizing opportunities and knowing when to seize them.
Thinking strategically about your plan and ‘earmarking’ which tactics take precedence over others allows you the flexibility to seize these opportunities. For example, a client was recently invited to take part in a customer success story video by one of their vendors. The opportunity? We can leverage this video shoot to develop a video for the client by working with the vendor’s production company. It’s a win-win for all.
Most of us are planners – we like to have a thought-out implementation plan that is well-structured and that guides our activities on a weekly and monthly basis. However, if we are too rigid we close ourselves off and may miss something that could have made a great impact or be a perfect complement to a tactic already in the plan.
Be open. Be flexible. And be ready to push back non-priority tactics (if need be) when new opportunities emerge.