Why Your Marketing Always Needs a Plan B

One of the best pieces of advice I received early in my career was to always have a Plan B.

At the time, I wasn’t exactly sure what that meant.

But, after encountering several work-related fiascos that were caused by factors outside of my control…a photo shoot without a photographer, trade show without a display, presentation with A/V equipment that didn’t work, outdoor event during a storm…I understood.

The official definition of Plan B is a strategy or plan to be implemented if the original one proves impractical or unsuccessful (source: Dictionary.com).

I was reminded of this last week when I was a guest on the Fanny Dunagan Show, which is live streamed via LinkedIn, Facebook and YouTube.

Near the end of the show, the Wi-Fi at my office suddenly went out, dropping me from the show like a hot potato. AGH!

Did I anticipate this happening? No.

Did I know how to fix the problem? No.

Did I have a Plan B? No.

The good news is I was able to rejoin the show within a few minutes via my iPhone and pickup where I left off. Lesson learned!

The importance of having a Plan B also applies to your marketing…the key to success is planning ahead.

Why Your Marketing Program Needs a Plan B: 

    • If you’re trying something new.
    • If you’re working with a new vendor.
    • If something is clearly not working.
    • Not everything will go off without a hitch.
    • Not everything will be a success.
    • Some things you can’t predict.
    • Some things you can’t control.

Was there a time you wished you had a Plan B?

Click image to watch my appearance (and disappearance) on the show.