Looking Forward to Looking Forward?
Time sucks.
Not only does it seem to move faster as you get older, but twice a year, our clocks shift an hour and leave people everywhere lost in time. What time is it? Who knows?
And it’s even worse for marketers.
Marketers have to live in the here and now as well as the future, constantly looking over the horizon in order to keep their clients prepared for the inevitable onslaught of a future that is coming, guaranteed. Ready or not.
Typically, we have to work about 3 months ahead to allow time for production (print, digital, video, etc.), but larger campaigns may require even longer lead times, meaning Christmas in June, or a summer that begins when the leaves start to fall.
Generally, our clients don’t work this way. Some do, of course, but non-seasonal businesses mostly operate in the here and now, grinding out revenue day by day, sale by sale. When they decide they need to market, they tend to anticipate immediacy, rather than 3 months down the road.
However, planning ahead is a fundamental key to success. Especially in marketing, where there are usually an abundance of moving parts. Working ahead gives marketers the time to find the best solutions, and avoid costly mistakes.
When clients don’t leave enough lead time for their projects, an experienced and agile agency like DAMN GOOD may be able to do a lot to expedite timelines. However, there is no substitute for having enough time to do the job right.
So look ahead. Flip your calendar forward three months, and think about where you want your business to be at that time. Then talk to an agency about how they can get you there.
