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If there’s one learning we can all take from 2020, it’s that we can’t ever expect everything to go to plan. Life and business can throw curveballs that you just can’t ever prepare for. But that doesn’t mean that you should stop thinking strategically or planning for the long-term. If there’s one thing businesses of all sizes can take forward as we emerge from lockdown, it is the need to move towards an operating model that is both stable and dynamic.
At Perq Studio we’ve witnessed this need first-hand. When we started out 4 years ago, our ways of working felt like a beautiful dance improv performance – exploratory, creative, seamless and collaborative. An unspoken agile language. Fast-forward to 2021 and a much bigger team demands clearer processes, frameworks and steps.
That doesn’t mean the room for creativity and improvisation isn’t there. We’re now just more adaptive: we take more care to communicate and align on our vision so we can remain in step with one another as the dancefloor gets more crowded. The processes we have in place keep the business resilient but also empower everybody to act and react when necessary.
This is a powerful hybrid approach to bring to your marketing too. Here’s how you can align both strategic planning and agile working into your day-to-day:
1. Set your strategic foundations
There will always be things you can’t plan for, but you’ll struggle much more if you don’t have a plan in place at all. Align your commercial objectives to your marketing objectives and set the foundations of your tactical calendar following dates that are sure bets. Do you have suitable marketing content for summer, year-end etc.? Set your strategic bedrock so you have at least a rough idea of what the year will look like. The room for improvisation comes later.
2. Never stop speaking to your customers
Never, ever assume what your customers are thinking. Who they are, what they’re thinking and what they want can be very different tomorrow compared to yesterday. You need to keep in constant dialogue with them to stay reactive and competitive. And no, that doesn’t mean standing on the street with a clipboard every day. If you’re using data intelligently, you’ll be able to unearth the insights you need to keep speaking to the right people, in the right way, at the right time. That’s how you can start to build upon your strategic foundations to make your messaging more targeted and precise.
3. Work in sprints and reprioritise when necessary
The beauty of working in sprints is that your projects happen faster and more frequently. And what does that mean? If it’s broken, you can fix it! If it’s great, you can do more of it! The ability to revaluate requirements, work incrementally and respond to change rapidly is a true business superpower. But make sure all of your work is set upon a solid strategy. Improv is great, but jazz still has a time signature.
Want to make your marketing more agile and effective? We’re experts on the subject, so get in touch and let us help you craft content that connects.