How to Avoid the “Plaxico Burress Syndrome”
Plaxico Burress was a star wide receiver for the Pittsburgh Steelers and the New York Giants. In November 2008, while hanging out at a Manhattan night club he shot himself in the leg with his own gun. Burress’ decisions got him a self-inflicted wound to the leg ending his NFL career.
Advertising is like carrying a loaded gun. It can be powerful when used effectively and at the same time can do significant damage to yourself (Plaxico Burress Syndrome) if you aren’t careful.
Here are the 4 Most Common Self-Inflicted Marketing Wounds I’ve seen business owners do to themselves…
1. SPENDING BIG BUCKS ON A WEAK MESSAGE
I frequently witness high stakes advertising that delivers a weak and non-compelling message to the prospect. Business owners spend more time contemplating which advertising tactic to employ rather than the content of the message that is delivered. Getting input from others outside your company (like a round table) would help heal this wound.
2. CHASING REVENUE OVER BRAND
In the business world, cash is king. I’ve seen business owners chase new revenue streams outside their niche for a short-term gain. However, unplanned, short-term efforts often take resources away from the long-term strategy and undermine the credibility of the brand. Short-term revenue chasing can cause long-term brand problems. A strategy session with a Chief Marketing Officer could have revealed the impact of that decision.
3. THROWING MARKETING MUD
Marketing mud is advertising tactics that are tried in isolation. Tactics should support a strategy that is designed to accomplish a goal. Most small- to mid-size businesses do not have a clear strategy. Without a strategy, the advertising tactics are simply marketing mud that gets thrown against the consumer wall. You wait to see what sticks. This is a very expensive approach. Engaging with other business owners about their marketing strategy (what works and doesn’t work) can be extremely beneficial. Consider joining a marketing-focused round table.
4. ASSUMING YOUR MARKETING INTELLIGENCE IS CREDIBLE
From Google Analytics to click-through rates and conversions, business owners are flooded with data about the customer, sales, performance and revenue. Often, they glance at a report and think everything is good (or bad), but struggle to take any knowledge from the report that is meaningful to running the company. From a marketing perspective, this information must be interpreted into a credible conclusion before making it actionable. That takes a marketing skill most business owners don’t have.
Harvard Business Review, October 2015 issue states:
“Companies with a CMO perform
on average, than companies without one.”
PROTECT YOURSELF FROM
SELF-INFLICTED MARKETING WOUNDS
If your business can’t justify a full-time Chief Marketing Officer (CMO), then I’d recommend you have a experienced professional from outside the organization review your marketing strategy and advertising tactics to avoid self-inflicted marketing wounds. I know that sounds self-serving, but it is true…and I would like to help your business to thrive.
JOIN A MARKETING-FOCUSED ROUND TABLE
Joining a marketing-focused round table can be highly effective at helping you avoid Plaxico Burress Syndrome and save you a lot of headache, time and money. I currently lead a round table and it is full.
I will be launching a
Marketing-Focused Round Table in 2016
Now is the time to get more information and apply for membership. Details here.