Pivot recently joined a kickball league with some local marketing agencies and has committed to play one game every week for the next six weeks. In addition to spending time with folks we don’t typically see outside of the nine-to-five, we engage in fairly rigorous activity, which contrasts sharply with sitting at a desk all day.
Personally, it forces me to spend one evening a week outdoors and not in front of a computer or iPhone. And since last week’s game, I’ve been reminded of one thing (besides needing to get in better shape): Achieving balance has the potential to make us better.
The same goes for marketing. Finding the sweet spot in your approach to marketing will go a long way. Here are some aspects to marketing that increase effectiveness when balance is achieved:
A strategy that is bound & flexible
Marketing plans are established to improve performance. Whether you’re looking to increase revenue or improve brand recognition, your strategy should consist of fixed goals supported with adjustable tactics. If you’re too bound to the plan, you’ll miss the unexpected opportunities. On the other hand, if you become too flexible, you won’t see the core performance improvements that initiated the plan.
Practice: Assess your marketing strategy, and agree on which goals are non-negotiable. Identify who is responsible for monitoring the progress and adjusting the tactics.
A brand that listens & speaks
What is your gut feeling about people who love to hear themselves talk? Or someone who has your attention but won’t speak? Are you disinterested? Annoyed? Frustrated?
Think about the relationship people have with your brand. If you’re doing all the talking, you risk losing a prospect because they’re bored or too overwhelmed. By choosing to listen, you’re enhancing their experience with the product or service being offered.
Practice: Most brands don’t have a problem talking, so take inventory of what channels you have open for listening. Social media, customer service, and a proactive research team are great listeners.
A team that works hard & plays hard
It’s understood that being a hard worker is highly valued in the workplace. I would add that playing hard is just as important. Playing hard as a team allows a chance for everyone to come up for air. The shift in routine can boost morale, encourage new ideas, and help achieve a more balanced perspective. All of which contribute to the quality of the work produced by the team.
Practice: Schedule some time for play into your team’s weekly or monthly schedule. At Pivot, we make a point of having lunch together every Friday.
The thing about balance is there’s no silver bullet. It’s more of a juggling act that requires close and continual monitoring. And sometimes, it’s like Pivot at a kickball game, and as hard as you try, you just never seem to hit a home run (Above: Yeah, we sorta borrowed that trophy). But it takes practice to find that rhythm, and once you do, it feels like magic.
Have you experienced the magic? We’d love to hear about your success (or struggle) with achieving balance.