What tme says

To decide what ideas to test:

Does the idea align with your marketing goals and do you have enough resources to execute? If the answer is no to either of those questions, park the idea for another day. Distraction will kill your momentum.

Try not to get caught up in the FOMO of wanting to go viral on socials or getting your name in the media. Just because you like the idea of it, it might not be right for your business now, especially if you’re still figuring out your product, audience, value prop and comms. Consider what the publicity will cost your business if you’re business is not “market-ready”. After all, you only get one shot at a first impression, so make it count.

To decide how to execute:

Develop a Standard Operating Procedure (SOPs) for executing work so that your team can stick to strict timelines, be consistent in their inputs and iterate quickly if things need improvement. The consistency will provide you with the basis to monitor performance of each activity so your team can see what’s working and what’s not. 

TME tip

Don’t overcomplicate the execution. Start with the bones and build in the sophistication when you understand what’s needed. Your SOP could be as simple as a checklist that the team runs through every time the brand explores a new partnership, or launches a new product. 

Got another quandary?