“How about a billboard?”

Have you ever agreed to a marketing tactic without discussing the strategy and business objectives first? YYYYYYYYEEEEEEEEESSSSSSS! I’ve absolutely made a handful of decisions based on little to nothing besides someone requesting their favorite tactic. And, a few of those projects lingered and became a source of angst. Sound familiar?

Fortunately, I was trained early in my career to work strategically on developing a marketing plan that outlined tactics aligned to business goals and objectives. And, it was hard. It remains hard. I had marketing plans that were on version 12 before I could present to a client. Ugh! Much like how the business made decisions based on goals, objectives, budgets, market share, etc., marketing was accountable for parallel decisions. But you know, it should be hard. I should be critically thinking in my area of expertise. Version one or two was never the best version.

Since I’ve spent a bunch of years working on healthcare advertising and marketing, I’ve written annual strategic plans with seven-figure budgets as well as developed plans for budgets of zero. I’ve enjoyed healthcare marketing for more than a decade as it brought a steep learning curve (it’s radiation oncology not radiology … BIG difference) and a creative challenge to emotionally connect with someone during a deeply personal time in their lives.

From planning and rolling out service line advertising campaigns in primary care, cancer, heart & vascular, women’s services, birth services, orthopaedics, etc. to opening new state-of-the-art facilities including the Nebraska Medicine and University of Nebraska Medical Center (UNMC) Fred & Pamela Buffett Cancer Center, Methodist Women’s Hospital and the Lauritzen Outpatient Center to social media and digital marketing campaigns plus much, much more. I’ve planned events that attracted 25 people and more than 2,500 people - each successful based on the business goals. And, to this day, if you asked me to plan an event, I’d hesitate, breathe and work to understand why you’re inquiring, and then dig into the business details to develop a strategy that may or may not include an event.

Marketing Strategy

So when the question “How about a billboard?” popped up early in my career, I worked through the discussion as best I could. Asking questions related to tactics done in the past, including billboards. Asking why there was a desire or recommendation on wanting a billboard (or any specific one-off tactic). Working to understand where the idea generated from and how they anticipated measuring results or success from the use of a billboard. After listening, I’d offer education on why that medium (i.e. a billboard) was typically utilized, when it would make sense to invest, etc. as well as making recommendations based on the strategic business goals and objectives. I’d help them see that working through strategic options versus picking a tactic would offer a more fruitful return on investment.

As the years have passed, that question - or versions of that question - popped up again. And, again. I had to learn to breathe, listen, educate and try to remember that this is my area of expertise and I can choose to help or hinder. My approach provides a series of key questions, opening a dialogue for ongoing collaboration and refraining from committing to a tactic without a plan. When the solution isn’t determined at the start of a project/campaign, it offers so much more possibility into how we’re collectively going to reach the business objectives.