Seems there’s some confusion about the definition of marketing tactics vs. marketing strategy.
For example, I saw a blog recently titled “Top 10 Social Media Strategies for Golf Brands.” But the list was purely tactical. Not a strategy to be seen.
Here’s a quick tip: If someone promises you “marketing strategies” – plural – they're not really talking strategy.
Strategy is singular. Focused. Unique. Tactics are plural.
Every golf business should have a long list of marketing tactics, but one singular strategy. You need a balance of both.
So if you’re still a bit unclear about the difference between marketing strategy and tactics, here’s another way to look at it…
Think about Insight vs. Execution. If you want better marketing you need both.
Insight being the crucial strategic thinking that has to happen before you execute the tactical plan. Think, then act.
Strategic Thinkers ask a lot of “what if” questions before they begin to develop solutions. They think, they reflect, they plan and they stew on things before they act.
Tactical people jump right into answers. They opt for action over thinking, so it often turns into a “ready, fire, aim” scenario. They are impulsive doers who often get frustrated by strategic thinkers.
It’s like Captain Kirk in an old StarTrek episode yelling at Spock; “What we need now, Spock, is a little less analysis and lot more action!”
Spock was the strategy guy. Captain Kirk was the tactical execution guy.
Birdie Ops is often brought in for tactical marketing projects because many clients don’t think they need the strategy help.
But in most of those cases, we have to work our way upstream to answer those key, strategic questions before we jump into creative execution of a website, ad campaign, social media effort or whatever.
Tactical implementers never paddle upstream. They just go with the flow.
To be a great marketer you have to wear both marketing hats. And that's very hard to do if you're also trying to run a golf course.
You can’t just suddenly decide to “be strategic.” That takes years of practice and a certain personality type.
There are thousands of successful design firms and digital ad agencies that have no strategic thinkers at all. The creative specialists — writers, graphic designers, web programmers, SEO guys, photographers, and social media managers — simply execute the tactical projects they're given by the client.
That can work for golf brands and course operators who already have a well-defined brand and a clear-cut marketing strategy. But it doesn’t work if the business owner doesn’t have the strategy spelled out on paper.
In that case, those creative implementers will spin their wheels and go through a lot of false starts before they hit on something that strikes a chord with the client. And more importantly, with consumers.
Here are some examples...
Launching a FaceBook contest is not a strategy. It’s a tactic. (And by the way, it’s not an effective tactic if you think it’ll replace other forms of paid advertising.)
“Content Marketing” is not a marketing strategy. It’s a tactic. One of many things on your to-do list that will help you achieve your marketing communications goals.
Producing and running a commercial on TV or on YouTube is a tactic. Deciding which product or service to focus on in that commercial is strategy.
The most common mistake in marketing strategy is a lack of focus. A strong strategy demands focus, but most business owners want to be all things to all people.
Imagine that you can only advertise your business on billboards along the freeway. You get one idea and one idea only. Five words max. Otherwise, no one whizzing by at 65 will see it. Good luck with that.
Distilling your marketing strategy down to that level is a rare talent.
If you make the strategic decision to NOT specialize, your tactical execution will suffer dearly. Generalizations never work as well as specifics, and when you’re “targeting” “men and women age 25 to 64” you’re really talking to no one.
But strategic thinking is tough. It involves hard decisions and thoughtful contemplation that many golf industry insiders simply don’t have time for.
The most important strategic “what-if” question you can ask yourself is this: What are you going to hang your hat on? What’s the ONE thing that you can shout from the rooftops? What if it’s this? What if it’s that?
What are we NOT going to do?
Think Strategically. Act Tactically.
If you need help thinking strategically, or executing any of your marketing tactics, don’t hesitate to call. 541-815-0075. Or contact me here.
Birdie Ops can help take your golf business to the next level with a balance of logical strategy and quick tactical action.
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