As we enter 2012, we do so with a full menu of marketing priorities. Here are a few that rise to the top in discussions with clients and fellow marketers in our industry.
Social Media Continues to Dominate Marketing Programs – Campaign experts frequently comment on the impact of social media on the current presidential election; how bouncing back from one blundered (or forgotten) debate answer or that series of unflattering photos is tougher than ever. A candidate has little chance of full recovery, even with the same social media tools pumping out positive posts. As marketing professionals it seems we all are working overtime to balance broad social media presence and a continuous stream of interesting content with appropriate levels of exposure for our principals and controlled open dialogues. Long- standing concerns for reputation and service recovery remain very relevant topics for us today. As all-consuming as it can be for our marketing teams, social media strategy implementation is only one priority, but one that will remain on the top of our agendas in the year ahead.
Extraordinary Service Rules the Day – If this age of social media allows us to deliver our claims about service and value with thorough and targeted ease, delivering on those claims is thoroughly crucial. The social objects that deliver the messages we desire, also spin those we do not, from pure speculation to the truthful telling of a client’s bad experience. The companies that are best positioned for 2012, simply put, have delivered. They have done so in good times and bad, and whether their marketing says so or not.
Giving Back To Our Industry and Local Business Community – Last month while at Build Boston, one of my favorite colleagues joked with our group that “a rising tide lifts all boats, but drowns all swimmers.” When the well-deserved laughter settled, we discussed a shared hope that, as the tide does begin to rise, we would see boats lifted, lifeboats inflated, and swimmers pulled aboard. Corporate outreach programs that focus on lifting the tide for all will be central during recovery.
We are all socially responsible. We care about our communities, the environment and sharing with those in need. Often, CEOs have passionate interests which shape their platforms for giving and social responsibility. Being socially responsible builds brand esteem. It can make a good company a great one. It can deliver tremendous quality of work life benefits for involved employees. Beyond their stated platforms, the best firms in our industry and their leaders exhibit generosity of time and expertise within their specific industries and markets. Giving back to our own industry and our local business community speeds advancements and enhances regional competitiveness. Whether through professional association involvement, general business leadership, or support of economic development close to home, this generosity will ensure greater prospects for the future.
Optimism – If we are still here, we are optimists. The uncertainty of what tomorrow will bring spurs us on, rather than deters us. The pursuit of better approaches and our openness to promising new ventures are the unexpected benefits that will allow us all to emerge more competitive in the year ahead.
Build Upon Knowledge of the Generations – And if we are optimists, maybe it is because we have been through this before to some degree. With as many as four generations in the workplace, relevant history abounds about previous economic downturns and business challenges. Many of us, for example, recall the incredible hard work of the early nineties to ensure both short-term project wins as well as positioning for long-term industry leadership. Share and listen to the stories told by colleagues who have survived financial crisis and other setbacks, and let that experience bolster your team’s resilience for a more focused implementation of your strategic plan.
Harness Momentum – Over the past three decades, I have had the very good fortune of combining a passion for our industry with a love for sports coaching. In skating, we have a simple, seemingly obvious expression: momentum is real. When we talk about momentum in sports we usually mean the actual physics of an object or athlete’s movement. We also might be referring to a winning streak or season. Whether in sports or business, we have all felt the power of game-changing momentum.
Within an organization, momentum is a powerful force mentally and emotionally — at meetings, when the right team chemistry comes together, or on that project that simply seems to hum, we have all experienced it. In 2012 and beyond, as that tide finally begins to rise the best teams will harness that momentum for higher levels of energy and performance.
Susan Gray is a marketing professional She currently consults for Hybrid Parking Garages, Simon Design Engineering and Berlin Steel Construction and is a former vice president at Suffolk Construction Company.