We were a little surprised recently to hear that the leadership of an organization we serve decided to respond to the downturned economy by not only cutting their marketing director’s position, but the entire marketing department as well. It’s not an uncommon thing to see these days, although it is a bit perplexing. The best reasoning I can come up with for such drastic actions is that these organizations believe marketing is a luxury rather than a need. What they fail to consider is that they’re cutting off their big toe.

The American College of Foot and Ankle Surgeons state on their Web site, “Each day, with every step you take, your big toe bears a tremendous amount of stress-a force equal to about twice your body weight. Most of us don’t realize how much we use our big toe. We tend to take it for granted, unless a problem develops.

One problem that afflicts the big toe is called hallux rigidus, a condition where movement of the toe is restricted to varying degrees. This disorder can be very troubling and even disabling, since we use the all-important big toe whenever we walk, stoop down, climb up, or even stand.”

Metaphorically speaking, many organizations suffer from hallux rigidus as well. In response to a drop in profitability they cut the department that actually generates and supports the profitability of the organization. It’s like saying that you need to lose weight so you cut off your mouth. It makes no sense. Reduction in marketing dollars spent, reasonable. Requesting your marketing dollars be stretched for maximum ROI, difficult maybe, but doable. Cutting out marketing altogether, that could be lethal. I say that because unless you’re a power brand that everyone knows then you need to get the word out that you exist. You need to be hitting your target and letting them know you’re there and have something they need. Yelling at them within your office walls will never accomplish anything.

Consider what the powerhouse brands are doing in a downturned economy. They still market. You say, “But they have deep pockets to do that sort of activity and I don’t have it.” That’s poppycock. They don’t do it because they have the money to do it. They do it because they HAVE TO DO IT TO SURVIVE. Again, they understand that marketing isn’t a luxury – it’s a necessity.

Whether you’re a big or small organization you must look at your marketing efforts as a critical component to sustainability and profitability. Your marketing events bear a tremendous amount of weight for your organization where cutting that weight off isn’t how you get lean. It will disable you and require more effort to catch up to your competition when you finally feel comfortable with engaging in marketing again. Don’t cut off your big toe.

Until next time – keep your pulse strong.

Over the Memorial Day weekend I had the privilege of tilling up some of my yard so my two sons and I could plant a garden. I wanted them to experience something I remember enjoying as a child – tending a garden. I think it will be an invaluable experience for them. I tilled up the ground, dug the necessary holes and, with their help, planted different varieties of tomatoes and bell peppers, as well as a row of carrots, purple-hulled peas, and a watermelon plant (my oldest son’s favorite). All in all it took nearly all day to plant the 10′ x 10′ space but we got the job done. Now, it’s pretty much in the hands of God to make everything grow. Being the marketer that I am, I considered how more organizations would do well to think of their marketing plans like a garden.

Prepare To Work When You Prepare To Plant

I’m not going to lie to you, tilling the ground, removing any weeds, and digging all the holes needed for the plants we had wasn’t the easiest of tasks. However, it was work that had to be done to produce healthy fruit. In developing your marketing efforts you need to work hard at your marketing plan. You can’t just throw something together and expect it to do much for you. True planning requires that you survey the landscape for the right entry spot, see what competition is in your market space, prepare the right message for your target, and test your message to make sure that it will properly seed itself in the mind of that target. At the end of the process you should feel as if you did something – work.

You’ve Got To Tend To Produce

Just because I’ve thrown some plants into the ground doesn’t meant that the work is over. I still have to tend the garden to make sure unwanted weeds don’t take root and choke out what I’ve planted. I have to mulch and fertilize the plants I have to ensure they grow properly. The same is true for your marketing plan. You must revisit your plan and continue to modify as needed. Changes in the economy, marketplace developments, or government regulations can all affect your strategy. You must keep your pulse on what is happening with your marketing efforts or suffer missed opportunities or worse – your plan fails from a failure to respond.

Know When It’s Pickin’ Time

I admit I get a little giddy when I see my plants punch through the ground. I love the blooms that blossom on the vegetable plants telling me that I’ve done a good job planting and tending the garden. But I don’t go picking the produce at the first sign of them coming on the plant, nor do I let the fruit sit on the plant so long that it starts rotting on the vine. There is a right time to harvest. With your marketing efforts the same is true.

Some organizations, for various reasons, feel that when they enjoy a little success with a campaign should immediately change it. I remember when Aflac’s former CMO, Jeff Herbert, thought that the firm’s favorite mascot, the duck, had run it course and he threatened to “clip its wings.” What eventually happened was that Mr. Herbert flew the coop amid a outcry of support for the duck after about a year of taking the CMO position (that’s powerful duck). At the same time, you shouldn’t leave a campaign floating out there beyond it’s intended lifespan. All campaigns have a shelf life and when one strategy has run its course it’s time to move on to another one. Would you want to hear “Where’s the Beef?” 20 years later? When forming a strategy or a campaign of any sort you must plan for your exit just as much as your entry. Otherwise, you could be looking rotten produce.

I’m looking forward to watching my garden grow. Although there is a goodly amount of work involved, the experience will be great for my family and me to share. Your marketing efforts should provide you with the same experience. It should be a time of hard work, dedication, and delight as you see the plan form and produce results. If you’ve done a good job in preparing and planning then you’ll see positive results that will make your organization’s profit healthier. Until next time – keep your pulse strong.

I know it’s been some time since I’ve blogged. I apologize to my readers, but Saturday, May 30, 2009, will be remembered as a fond day in the history of Talstone Group. That was the day we were able to bring HealthCamp:Nash to life for many professionals in the healthcare industry. We had people from all over the country speak on various topics within the healthcare spectrum. Whether it was Paul Meyer, Chairman of Voxiva, discussing how SMS technology is revolutionizing how healthcare is conducted in developing countries and in the U.S. or Dr. Jim Jirjis speaking about how My Health at Vanderbilt’s Web portal is altering the course of patient care and consumerism in healthcare for the better. We had distinguished panelists that discussed and debated issues like universal healthcare, transparency, accountability, and social media’s presence in healthcare. Individual presenters carried the bulk of the day with informative and entertaining presentations on topics such as healthcare reform, conflict resolution, EHRs, healthcare venture (even as it relates to China), healthcare marketing, and unified communications in healthcare, just to name a few.

While it was difficult to decide which presentations to attend, it was even harder to walk away without learning something new. The feedback that we received from attendees has been encouraging and inspirational as we look to HealthCamp:Nash 2010. We’ve learned some lessons and benefitted from success that this year’s event provided. We’ve made new friends and opened doors for colleagues that may not have happened had it not been for the event. We close the books on this HealthCamp:Nash 2009 with our heads held high knowing that we tried with all our might to affect a change in the healthcare industry if only in Nashville.

I would like to thank our fellow sponsors, including The Tennessee Technology Development Corporation, Coker Group, The Nashville Health Care Council, Emma, Vaco, Webb’s Refreshments and Blue Sky Productions. Without you the event wouldn’t have been such a success. I would like to express my appreciation for Paul Meyer of Voxiva and Dr. Jim Jirjis of My Health at Vanderbilt for agreeing to be our keynote speakers. In the same way I’d like to thank the Universal Healthcare panelists Brian Haile of Benefits Administration within Tennessee’s Department of Finance and Administration; Richard Cowart of Baker, Donelson, Bearman, Caldwell, & Berkowitz, PC; Mark Reibolt of Coker Capital Partners. Thanks also to Solving Healthcare panelists Dr. Jeff Rice of Healthcare Blue Book, Christopher Parks of Change:Healthcare, Dr. Michael Swan of Women’s Health Services of Saint Thomas Health Services , and my fellow panelist on Social Networking in Healthcare Martin Trussell of First Horizon Msaver.

I would like to thank Christine Buttorff of Nashville Public Radio for being such an outstanding moderator for our Universal Healthcare panel and Scott Kozicki who moderated the Solving Healthcare and Social Networking panels. To the over 22 presenters who demonstrated their expertise and passion for healthcare I salute you and your efforts to bring about improvements to healthcare. I would be amiss if I didn’t mention our willing volunteers who helped make the event run as smoothly as possible with their friendly attention to the needs of our attendees – thank you. I couldn’t miss our new best friend and event coordinator Ted Chapin whose knowledge of event planning, constant attention to details we hadn’t considered, and warm, professional attitude conveyed to even the most insignificant task needing to be done.

Finally, I would be more than remiss if I didn’t raise the proverbial glass to the team at Talstone Group. When the idea for hosting such an event in Nashville came to mind while sitting at home in my recliner there was no doubt our group could pull it off. What was impressive to me was the zeal and fervor to which they rose to the occasion. People will never know the amount of work that went on behind the scenes to pull an event like this off. To my business partner Tim Smith, copywriter Lisa Stiles, production artist/promotional products manager Lauren Gregory, graphic designer extraordinaire and camp enthusiast Brad Blackman, and interactive developer technical juggernaut Ben Wilkins, I say a very heartfelt thank you for championing an idea and serving as catalyst for something much needed in the healthcare industry both in Nashville and the world over. It is a blessing to work along side of you and have you be part of the “rock solid” team known as Talstone Group. Here’s to next year.

Until then – keep your pulse strong.