One post tagged with "Marketing Plan"

I looked at a marketing plan recently that was beautifully written but completely disconnected from reality. It promised to "go viral" without any budget for paid promotion. It projected 50% market penetration for a brand with zero awareness. When I asked how they'd measure success, they said "we'll know it when we see it."

A marketing director told me about a similar plan: "We spent weeks designing a brilliant campaign, then got 2% of the response we projected. Turns out we'd made a lot of assumptions about customer behavior that weren't based on anything real. We weren't measuring what mattered."

That's what happens when marketing becomes creative fiction instead of strategy.