Make Your Own Luck

February 18, 2014

Some people are lucky. Some aren’t. Is that how you see your marketing?

All too often people credit luck for a marketer’s success, easily overlooking how that company planned, prepared and performed when the time was right.

Are you ready to make your own marketing luck? Try these simple steps so you can be the lucky one.

Planning – While it may seem like the polar opposite of luck, planning is an essential first step in setting up your success. If you have a strategic plan in place, you know where you want to go and how you want to get there. When an opportunity reveals itself, you’ll know whether it is consistent with the spirit of your plan. New developments can change your marketing plan, but without a plan in place you have no reference point to evaluate the opportunity.

Preparation – From market trends to new media, staying informed and educated can help you react appropriately when the opportunity arises. Preparation allows you to be ready to react and seize the opportunity while your competition may still be evaluating. When the lights went out during Super Bowl 47, the Oreo brand stepped up with a funny, well-timed and well-executed social media post. Could they have planned for the lights going out? No. Were they prepared to act when it did? Yes. Being prepared helped Oreo generate more goodwill and conversation than a multi-million dollar ad placement within the game.

Performance – That brings us to the last stage of making your own luck. You have to be able to perform when the time is right. If you’ve planned and prepared, then performance becomes easy. You’re not paralyzed by doubt since you know you’ve planned ahead. You are prepared to react in a way consistent with your brand’s mission. When the opportunity presents itself, you just have to perform. Others may see it as luck, but you know the real reason for your success. It’s become instinctual. You’ve planned and prepared and now you perform.

It’s easy to make excuses or credit your competition’s success to luck. Making your own marketing luck takes effort, but through planning, preparation and performance, your organization will be ready when the opportunity presents itself. Need help getting started? As luck would have it, the Fresh Creative team is ready to help. Give us a call today and leave your competition wondering how you got so lucky.



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Fresh Creative is a full-service digital marketing agency serving international, national, and local clients. Local areas include Lebanon, Hershey, Harrisburg, York, Lancaster, Lititz and Reading, Pennsylvania.