Creating Excitement is my new mantra. I think this is why I love my work so much. I am in the process of developing a whole new marketing campaign, and I cannot wait to release the details in the not too distant future. Through this process, the underlying theme of “creating excitement” is really what is driving me.
I am excited about the potential for our clients. Through this process, I realize how much more they will be able to see as a result of our work and the tremendous value we will be bringing to them.
Also, I am excited for our employees. Through this process, I realize that people need to be closely in tune with the direction of the company and understand where the company is headed.
What this means is I had to stop doing piece-meal marketing. In the past, I would have got an idea, started a campaign, talked to a few people, and in a few weeks the whole excitement was over, and all momentum was quickly lost. Doing some upfront planning and keeping quiet is extremely hard, especially when people throw out ideas and do not see any direct action occurring. At some point in this process, I told people that I am working on an initiative and when the time is right, it will be announced.
I have set my announcement date, and now I am working to ensure I have the plan written with every detail. I think this part of the process is the most exciting because it is coming together more and more each day.
Obviously, I cannot do this alone, and I need a team I can trust. This is crucial, and it really takes a special group of people to pull this off correctly.
I am only sharing this article with you so that if you feel stuck like I did last spring, it may be time to really stop all actions and really plan for something “big.” As a marketer, you better be creating excitement, or you will quickly see yourself falling behind and getting desperate. If you are in a desperate time, maybe you need to shorten this cycle and have things put together in a few days rather than weeks.
The point is, you need to find a way to add excitement at all levels and the best way to do that is through proper planning.
Good Luck! – More to come in a few weeks.