If you want something you have never had, you must be prepared to do something you have never done. (Thomas Jefferson).
Today I would like to start with this quote from Thomas Jefferson (I would like to take this opportunity to point out that there is a section on our website devoted to the Quotes).
A phrase that fits perfectly in everyone’s life, at every moment when we would like to change something, achieve goals and accomplish what we desire.
But for everything we dream of in life, for all the distant goals we want to reach, change is necessary.
In who we are and what we do.
Dear Entrepreneur are you willing to invest in Marketing Strategy?
My name is Julia and I am a Copywriter (read this interesting article about the Copy Profession) at Factory Communication Agency that deals with Marketing Strategy based in Milan, Italy.
I am 25 years old and belong to that generation of young people, who have just finished their studies and are approaching the world of work. To that generation that was born in the 1990s but grew up in an ever-changing society.
At age 5 I was coloring, building with Legos and playing with dolls.
When I was 10 years old I got my first electronic game, at 12 in the family came the first cell phone with antenna.
When I turned 14, I got my first cell phone, in black and white, which was necessary to notify Mom if I was late from school. And that was it.
At 18, the first Touch phone, color with camera.
Also at the age of 18, I opened, fearful, my Facebook profile. Yes because in the early years Facebook was an unsafe “place,” at least from the point of view of all the parents worried about where all the photos that were posted were going.
Then comes Social
After that came the Instagram profile and the Twitter profile, came the university and with it came the hundreds of courses on the importance of social media and being up-to-date, of following the revolution the world was throwing at us, of being in step with the times, always curious, willing to learn and ready for change.
To come prepared to a job interview so that we wouldn’t shut up in case a communications manager asked us what a Social Media Strategy.
To be curious, to observe the world with different eyes, to find the beautiful and the new in everything, to see things from a different point of view than others.
Only then would we have been ahead of everything and everyone. Only then would we have seen change and been part of it.
Why marketing strategy is key to improving business
But in my everyday experience, I often notice exactly the opposite.
Often the response of Companies that contact us is disorienting, when they propose marketing strategy that they have never faced, and never experienced.
Entrepreneurs who do not know how to maneuver with social media and consequently think they are not useful for anything.
I think many of my colleagues face, as I do, every day what I would call peculiar situations.
That is, situations of difficulty in adapting to change, not only by small entrepreneurs, but also by great leaders, great executives.
“We only carry out some social activities, but since I don’t believe in them at all, the budget devoted to them is really minimal.”
These are often the words that leave me and my colleagues bewildered, but instead, we firmly believe in the power of Social, not because we love to dream, but because every day the success of our Clients, proves it to us.
And that is why often Donato Cremonesi, the CEO of the Agency tells us , “We want to be the Agency of the only Companies that understand the value of Marketing.”
And so we cannot spend our time explaining to an Entrepreneur why marketing strategy is critical to improving his or her business.
To remain anchored in the past is to close one’s eyes. It means imposing one’s limits on those who could go further with competence and intelligence, creating an opportunity for growth and development for the Company.
Setting limits also means not giving new young people the same opportunity, which the same leaders have had in the past.
A past that is different from the present and can no longer be present.
Marketing strategy and generational transition
There have been some of our Clients, who have chosen to innovate.
Executives, who wanted to leave their place to their children: “My son has to take my place, I don’t want my figure to be so preponderant in the Company anymore.”
They want to carry out the so-called generational handover: that crucial moment for a company, which involves the transfer from one generation to the next of a real wealth of know-how and skills acquired over years and years of experience.
That know-how useful for the new generation to cope with the new market where everything is connected h 24, where communicating from one side of the world to the other takes seconds.
A world in which whatever information we are looking for can be found Online, immediately and directly on our smartphones.
A world in which nothing is impossible or secret anymore in which by standing still, you are lost forever.
The generational change
Often, however, the generational change process is not well managed.
The Company is seen, for members of the first generation of entrepreneurs, simply as a source of employment for other family members who are assigned roles even in the face of inadequate skills and abilities.
In fact, it is well known that more than 70 percent of family businesses do not survive the first generation, and another 50 percent disappear between the second and third generations, resulting in the loss of many jobs.
The first step is to believe in it. But the most important step is to trust those who work with the world every day.
To those who, like us at Factory Communication, are satisfied with the work only when we have achieved the goal we were asked to achieve, at the lowest possible cost, making sure that the activity and the result are totally measurable and verifiable.
If you have the desire to renew the style of your Company we can guide you, we can define the best marketing strategy to make you visible in the market.
And we will do that while maintaining your history, your know-how that you have obtained after years and years of hard work.
Sf you want to outsource communications activities to an agency, you have to be willing and available for change. Even if “you’ve been in that business for 40 years.”
Do you want to explore this topic further? I invite you to read these articles: