If I had a nickel for every time I've heard something similar to this, I'd be a member of the "I've traveled to at least 100 countries" club.

 

Last week I heard a variation on this theme:  a colleague said that he'd been thinking of me, because of a dinner he'd attended the week before.  Seems he sat next to a remodeler who told of how, upon finishing a kitchen remodel, they'd held a kitchen bash for the homeowners' neighbors, friends and relatives.  ("Good," I'm thinking, "this is just what I advise my remodeler clients to do.")  Everyone at the table wanted to know what results, if any, had occurred, to which the remodeler responded that he'd already signed on one client and was pretty sure he was going to get a second signed contract within a few days.

 

Someone then asked when the remodeler was going to stage his next event.  "Oh," he said, "we're not going to do any others."  At which point I exclaimed, "What?!?"  My colleague chuckled and said that was why he was thinking of me.  He knew, if I'd been sitting at that table, all hell would have broken loose.

 

The remodeler explained several times that the event was labor-intensive and that his employees were not event planners.  Everyone razzed him so much, however, that he finally relented, chuckling, "I guess I'm sounding pretty stupid, aren't I?  OK, OK, we'll do more of these events."

 

What's going on here?  My guesses, in both cases:

 

1.     With limited staffing, the newsletter was a time drain.

2.     The remodeler's people complained of the time involved doing work out of their comfort zones.

 

To which I say unequivocally, "Too bad."

 

You see, in the case of the newsletter, it's not a question of no time; it's a question of no priority.  No time is just an excuse.  If the newsletter helped to generate considerable business, then hire a free-lancer or two to create the newsletter.  The important issue is that people responded.  Don't stop now!

 

With the kitchen event, the owner clearly bowed to the wishes of complaining employees.  Instead of calling for a brainstorming session to determine how they could continue these events with less strain on those who were burned out, the owner just said, "Fine.  We won't do any more events."

 

Taking this a step further, I'm guessing that the owner had little or nothing to do with the planning of the kitchen bash.  His employees were simply resentful about what he put on their shoulders, and he got what he deserved: complaints.

 

Pure stupidity on several counts.  When you're fortunate to find marketing strategies that work, don't let them go!  Rather, prioritize how to continue them, despite the lack of people and/or time.   And be smart enough to become personally involved in, and cognizant of, what's bringing business in!

 

In marketing establish the priority and work backward.  Don't start with the excuses that always - and I mean always - prevent moving forward.

 

At a time like this, owners have to become more pro-active than ever.  With all we're hearing about the unemployment rate and the financial/emotional distress it causes, it's high time to stop buckling under to employee complaints.  While it's true that layoffs create significant stress among remaining employees, you can't afford to discontinue effective marketing, under any circumstances.  Period.            

 

Without marketing, what will you have in the pipeline several months from now, as the current wave of business comes to an end?  There are huge numbers of people out there who would be extraordinarily happy to have jobs right now.  Don't just accept the edict of what can't be done or cut off complaints by yielding to employee negativity.

 

It's time to stop being so short-sighted and look at the long-term results and benefits of consistent marketing.  Figure out how the successful newsletter or event can continue. You're the owner or executive, so act like the visionary you're supposed to be! 

 

No excuses.

 

 

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Perhaps your company or organization is looking for a dynamic speaker to motivate employees or members in their marketing efforts; or you would like an article/column for your publication or newsletter.

 

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