Marketing can be a tricky business, especially when it comes to managing timelines. It's easy to get caught up in the excitement of a new project or campaign and overlook the importance of setting realistic deadlines. However, failing to manage timelines can lead to missed opportunities, decreased productivity, and ultimately, lost revenue.
In this post, we'll take a closer look at some of the most common marketing problems when it comes to managing timelines, and provide some actionable solutions to help you stay on track.
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The Problem: Overcommitting and Underdelivering
One of the biggest mistakes marketers make when it comes to managing timelines is overcommitting to unrealistic deadlines. This can lead to a domino effect, where one missed deadline can cause a ripple effect throughout the entire project, leading to delays and missed opportunities.
Real-Life Example: Pepsi's Failed Super Bowl Ad
In 2017, Pepsi released a controversial Super Bowl ad featuring Kendall Jenner that was widely criticized for trivializing the Black Lives Matter movement. The ad was released ahead of schedule, and the backlash was immediate. The ad was quickly pulled and Pepsi issued an apology. This misstep cost Pepsi millions of dollars in ad spend and damaged their reputation.
Solution: Set Realistic Deadlines and Prioritize Tasks
To avoid overcommitting, it's important to set realistic deadlines and prioritize tasks. Start by breaking down your project into smaller, manageable tasks and set deadlines for each one. This will help you stay on track and avoid getting overwhelmed.
The Problem: Poor Communication
Another common problem when it comes to managing timelines is poor communication. When team members aren't communicating effectively, it can lead to delays and misunderstandings that can set your project off track.
Real-Life Example: The United Airlines PR Disaster
In 2017, United Airlines faced a major PR disaster when they forcibly removed a passenger from a flight. The incident was captured on video and went viral, causing widespread outrage. The incident was exacerbated by poor communication from United's CEO, who initially defended the airline's actions before issuing an apology.
Solution: Use Collaboration Tools and Set Clear Expectations
To avoid communication breakdowns, it's important to use collaboration tools and set clear expectations. Use tools like Slack or Asana to keep everyone on the same page, and set clear expectations for communication protocols and response times. This will help ensure that everyone is on the same page and avoid misunderstandings.
The Problem: Scope Creep
Scope creep is when the scope of a project expands beyond its original parameters, leading to delays and missed deadlines. This can happen when stakeholders change their minds, or when new features or requirements are added to the project without properly assessing their impact on the timeline.
Real-Life Example: The Affordable Care Act Website Launch
When the Affordable Care Act website launched in 2013, it was plagued by technical issues and delays. The project was rife with scope creep, with stakeholders constantly changing their requirements and adding new features to the project without properly assessing their impact on the timeline.
Solution: Use a Change Management Process
To avoid scope creep, it's important to use a change management process. This involves having a formal process in place for evaluating and approving changes to the project scope, and assessing their impact on the timeline. This will help ensure that everyone is on the same page and that any changes are properly evaluated before being implemented.
The Problem: Inadequate Resource Allocation
Another common problem when it comes to managing timelines is inadequate resource allocation. When resources aren't properly allocated, it can lead to delays and missed deadlines.
Real-Life Example: Nike's Vaporfly Shoe Launch
In 2020, Nike launched its highly anticipated Vaporfly shoe, which was designed to help runners break records. However, the launch was plagued by delays due to inadequate resource allocation. The shoes were delayed due to production and supply chain issues, which ultimately resulted in missed sales opportunities.
Solution: Assess Resource Needs and Plan Accordingly
To avoid inadequate resource allocation, it's important to assess your resource needs and plan accordingly. This means evaluating your team's skills and availability, as well as any external resources you may need, such as vendors or contractors. Once you have a clear understanding of your resource needs, you can develop a plan to ensure that resources are properly allocated throughout the project timeline.
The Problem: Unrealistic Expectations
Unrealistic expectations can be a major problem when it comes to managing timelines. When stakeholders have unrealistic expectations about what can be achieved in a given timeframe, it can lead to missed deadlines and frustration for everyone involved.
Real-Life Example: The Fyre Festival Disaster
The infamous Fyre Festival disaster is a prime example of unrealistic expectations leading to missed deadlines and chaos. The festival, which was marketed as a luxury event, was a complete disaster, with attendees stranded on a remote island with inadequate food, shelter, and amenities. The festival was plagued by unrealistic expectations from its organizers, who promised a high-end experience that was impossible to deliver within the given timeline and budget.
Solution: Manage Expectations and Communicate Realistically
To avoid unrealistic expectations, it's important to manage expectations and communicate realistically with stakeholders. This means being transparent about what can be achieved within a given timeframe and budget, and setting clear expectations for what stakeholders can expect from the project. It's also important to communicate any potential roadblocks or delays early on, so that everyone is on the same page and can work together to find solutions.
Managing timelines can be a challenge in the fast-paced world of marketing, but it's essential for success. By avoiding common pitfalls like overcommitting, poor communication, scope creep, inadequate resource allocation, and unrealistic expectations, you can stay on track and achieve your goals. With the right tools, processes, and communication strategies in place, you can ensure that your marketing projects are delivered on time, within budget, and to the highest possible standard.