Who doesn’t love that line from the iconic Johnny Castle? When you firmly believe something deserves to not be dismissed, raise your fist high and repeat it with us: "Nobody puts Baby in the corner!"
As a marketing manager or director, you should feel confident in your marketing, especially if you have a partner like Zimmer Radio and Inside Columbia by your side. But when it comes time to present a marketing plan or advertising campaign that you believe in to owners, do you go after it full force? Or do you hold back?
Maybe you’ve had a plan rejected in the past and your confidence has taken a hit. Perhaps you hesitate to share new ideas or don’t present them with the gusto they deserve because you think you already know that owners will respond negatively. If any of this sounds like you, we have a message we hope you’ll hear: It’s time to stand up for what you believe in.
Stop stepping back, and start stepping up to defend your marketing.
When you allow your marketing strategy to be held back by second guessing or a lack of enthusiasm for an idea, it undermines more than just the success of that one idea. It continues to undermine your confidence and your team.
Here are some things to keep in mind about the importance of defending your marketing ideas:
When you’re not used to defending your ideas, you may not be certain how to begin doing so. It all starts with confidence.
You’re not in marketing for the fun of it, no matter how much you enjoy your job. The marketing plan or campaign you present ought to be designed to achieve specific business goals. Be sure to highlight these goals and how the plan presented addresses them. This helps give owners context about what it really means for their business.
Also keep in mind why you care — namely that your team developed a good plan, and you’re excited about it. This sort of enthusiasm is infectious. The more you obviously love an idea, the more likely owners are to trust it. That means you can never approach these kinds of meetings like they’re just one more item on your to-do list.
“Knowing is half the battle” is a truism for the ages that’s fully applicable here. As the person bridging the gap between business owners and your marketing team, you understand how the owners think. Channel this insight into uncovering owners’ potential objections, then work through those objections with the help of your team.
When you partner with Zimmer and Inside Columbia, we can help you formulate answers or solutions for each potential concern you think owners will have, and we’ll talk through them to make sure you’re ready to overcome potential hurdles and move your campaign forward.
In order to foster the type of atmosphere that gives birth to bold but successful ideas, you need to encourage communication, trust, and openness. Regular communication keeps everyone on the same page and inspires more constructive feedback. It also helps establish a deeper sense of unity between departments, and between you and the owners. When you work with a media partner like Zimmer Radio and Inside Columbia, give them exposure to business owners where it makes sense. Help owners get to know the team you trust, so they can establish trust, too.
It can be valuable to invite owners and other key decision makers to marketing discussions like creative presentations or campaign planning meetings. While they likely can’t (and shouldn’t) be at every meeting, following this tip can encourage better communication and marketing results. Keeping owners more involved — or at least inviting them to participate — can ameliorate any potential concerns, give them the opportunity to ask questions, see your media partner’s expertise, and witness your and your team’s enthusiasm first-hand.
Some owners need a little push-back to their push-back. Defending your plan may require firmly reminding owners that they hired you for a reason, and they need to let you do your job for the betterment of the company. This is amplified when you’re working with a media partner like Zimmer Radio & Marketing Group and Inside Columbia Magazine. Owners need to trust your leadership as well as the experts you’ve hired.
Don’t let your marketing ideas die before you’ve even tried to launch them. The overall success of your marketing depends on your ability to get your ideas out of the corner and into the spotlight, where they belong.