Four big marketing mistakes

You know that daypart/weekpart/channel that keeps dogging you?

We’ve all got/had them.

Your calendar is likely programmed now to try and improve this area.

Are you ready for the next business review when it gets discussed? Again.

Here are four of the bigger marketing mistakes I see almost every time:

– A plan that doesn’t run long enough, given purchase cycles

– A plan that doesn’t integrate demand creation and demand capture

– A media plan with insufficient reach (and often with no expressed targets around reach or frequency)

– Creative that provides no reward for reading/watching/listening and does nothing to connect the brand to the occasion uniquely

If any of these are off, make adjustments before that next business review to show how you can alter the trajectory.