There is something really frustrating about seeing great ideas go pear shaped. Trial and error is part and parcel of marketing, so it is really no wonder it happens fairly often. On the other hand, I see some clients consistently be more effective than others.
The interesting thing was that those who were successful didn’t necessarily have better offers, a bigger budget or a better strategy. When I thought about it, the one thing that stood out with the successful ones was their commitment and discipline in implementation.
For some reason, some organisations act like kids with ADD when it comes to marketing; they can’t keep their attention on the campaign they started and move on to start a new one. The ones who are successful tend to start only half of the campaigns, but follow them through to the end. Simple really, isn’t it?