If It’s Not Broken It May Still Need Fixing

Marketing Strategy

Not Broken, Still Need Fixing | MadAve Marketing Management

I recently heard a story about Albert Einstein.

He had just given an exam to the seniors in the physics class he taught. While collecting the completed tests, his aide noticed a similarity between the exam the students just took and the one Einstein had given the class when they were juniors the year before.

When she questioned him, he admitted they were indeed the same exams. She asked him why he wasn’t concerned that the questions this year were exactly the same as last year’s. Einstein replied, “Because the answers have changed.”

That got me thinking…

Why is it that once we find an answer to a problem, we don’t revisit that situation in the future to see if we can come up with a better alternative?

How often do we present ourselves with only one solution to a problem and call it a day?

Why do we tend to look at a problem from only one perspective or with only one focus?

How often do we confine our solutions to fit within a prescribed set of restrictions or parameters?

Is it because we assume nothing’s changed?

Do we tell ourselves “if it’s not broken, don’t fix it.”

Are we not inspired or do we have other priorities?

Do we lack the bandwidth or time we’d need to invest in new solutions?

Or, is it because we don’t have the “know how” or the confidence to determine the problem, let alone come up with multiple solutions?

And if that’s the case, do we know who can identify the problem and then solve it for us? Is it an employee? Is it an internal department? If so, do they have the expertise, time and resources?

Or do we need to go out of house to get it done? If so, where do we go?

Those are the types of questions we often put off if we spend most of our time working “IN” our business – performing daily tasks and putting out fires – and not enough time working “ON” on our business, positioning it for the future.

This pandemic is providing us all with opportunities to become much better companies.

It’s easy to be successful when the economy is rockin’, but it’s during times like these that business leaders earn their stripes.

So, how do you better position your company?

First, start by performing audits – deep audits. I’d suggest auditing your marketing (with a special emphasis on your digital strengths and weaknesses); your competitive landscape, and how you’re positioned in it; and your customer experience (across all touch points). I also recommend analyzing your product and service offerings, distribution channels, and your CRM and workflow systems.

Second, look at which functions you want to bring or keep in-house, and which you should outsource.

Finally, prioritize your initiatives into three stages: 1) getting through this immediate situation, 2) positioning yourself to quickly take off once the economy re-opens, and 3) driving the new company you want to be.

"We have been working with April for about 4 months, since taking over following a client management transition. Whenever a change occurs when working closely with a company like MadAve, there is always uncertainty around how smoothly things will go. April quickly stepped into the role and handled our account like she had been working with us for months. She has great attention to detail and — most importantly — a unique ability to hold us accountable to providing the MadAve team what they need, when they need it. April has proven herself to be extremely organized and phenomenal when it comes to follow up. She is a tremendous asset for us."

- Ben Tassin, Partner Ambassador, DWM Holdings

"April has become an important member of our team. She brings our marketing plans to life, coordinating resources from diverse groups, both internal and external, keeping everyone organized and on-track. As the pace of our work becomes increasingly demanding, she never misses a beat - a true demonstration of her commitment to the American Frame brand."

- Laura Jajko, President, American Frame

"Over the past 9 years, MadAveGroup has actively engaged with us to understand our members, products and philosophy. Their due diligence delivers impressive digital campaign results month-over-month. Our organic search and paid search results have never been better! I am thankful for their expertise and recommendations as we work together to continue to boost our presence in the always-evolving world of search engines."

Heather Gilchrist, Marketing Director, VacationLand Federal Credit Union

"We've worked with MadAveGroup since 1996 in many different facets. In 2017, we implemented Pay-Per-Click and Search Engine Optimization programs, which have been instrumental in our ability to grow an average of 5.5 new customers per day for several years. Their client managers are friendly and bright and keep us updated with monthly reports. They are always there to help, answering phone calls and replying to emails almost instantly. I cannot say enough good things about MadAveGroup."

Sharon Tipping, Marketing Manager, Parker Steel

"I am most impressed with Brian and Jessica (and the team) for their abilities to be flexible and patient to come up with something that works best for our company and not just push us into something we would not be comfortable with just to get the money. This approach tells me they value the long-term relationship and not just the immediate win. Thank you all!"

Christine Gorey, Marketing Manager, Columbia Chemical

"Shaun always updates us on our quarterly changes and explains the process every time. This is a new program that I have taken over and he has been very patient and has done a great job explaining the process and the difference in scripts and messages and how Ziebart can utilize the program better."

Carly Jacobi, Field Marketing Specialist, Ziebart International Corporation

"Kara takes her role seriously and does her best to accommodate busy schedules. She is easy to work with and quick to respond. She helps keep them on track and lets them know when there is a problem before they discover it."

Kim Hoch, Vice President of Operations, Novus Clinic

If It’s Not Broken It May Still Need Fixing

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