Spearheading a new product launch or marketing initiative? Although all of us understand change is ubiquitous and needed, it does seem to be in our very nature to resist it. And that we all do, in big ways and small.
If the marketing launch you are undertaking is massive, here at FocalPoint, we recommend taking small steps from the gate. Here’s what we mean:
For instance, separating communication about the initiative from action. Start by outlining what’s changing and provide a clear “why.” Customers, staff, senior advisers and folks on down the line – even the voice in your head – all need that.
Follow that first step by parsing out a series of additional ‘bite-sized’ steps, and attach a dateline to each. This way, you can provide those in your organization with a chance to taste success one step at a time, and build confidence along the way.
Every couple of weeks, provide a status update and remind your team (and your customers, as appropriate) of the big picture.
Breaking any big marketing change down into smaller elements while keeping the big picture in mind can help everyone in your organization appreciate the ultimate goal, gain positive momentum and contribute to its ultimate success.