3 marketing pitfalls to plan for

Good marketing can catapult businesses to fast growth.

Marketing success stories are shared, applauded and oftentimes replicated. What people aren’t always quick to talk about are the failures—or near-failures—behind the success stories, or the failures that never became success stories.

In marketing, being optimistic is essential—but something is almost guaranteed to go wrong with nearly every marketing campaign. By preparing and planning for these bumps in the road, marketers strengthen their campaigns and make them more resilient, bettering the chances of success.

Build failure into the plan. Pinpoint backup solutions to problems that may arise. For example, if you’re working with video equipment, remember to bring extra batteries and memory cards. If you’re working with models or actors, schedule to have extras on call in case someone gets sick.

Building backup solutions into the overall plan will help ensure the small failures within campaign development are not even detected in the finalized product. For marketing campaigns, this might mean having alternate creative assets and messaging on hand, as well as pushing your offer through multiple channels in case one doesn’t perform as well as you’d like it to.