This blog post is the fifth in a series of six that dives deep into the proven methodology developed and used by TACK10 throughout the client process. Each week, TACK10 Group President and CEO James Chalmers takes you through one of the five pillars of our methodology, detailing how it was developed and how it can be deployed. This series will inform you of how best to reach your objectives and hopefully inspire you to think critically about “what keeps you up at night?” Just tuning in now? Read Part 1 of 6 here.
This edition of our 6-part series is an interesting one as we now get to perform and see it all come together. It is one of my favourite pillars because this is the culmination and test of the previous Evaluate, Define and Strategize. In this pillar we see if we hit the mark, if any assumptions we made were correct, and if our strategy is connecting with the audience.
The single most important thing to keep in mind under this pillar is that the next and final pillar, Measurement, is just around the corner. It is crucial that before you start, you absolutely must go back to the second pillar of Define and look at the Objectives you are going to be measuring against. As you start the Perform phase, keep these Objectives top of mind and constantly be thinking about whether the current delivery of the Strategy and Tactics is going to meet or exceed these targets.
A campaign that is failing is easy to spot. What I will always challenge teams on is “Did we identify it was going to fail in time or did we miss cues?” If we are actively engaged in managing details, we can usually see indications of poor performance before it is too late. With campaigns that are reaching success, it is sometimes much more difficult to see where minor tweaks or flexibility could further improve the campaign’s results against objectives. No campaign is flawless so there are always small, incremental improvements that can be considered.
What Matters Most
When campaigns are live it is so important to remember these 3 keys to success:
- Be Flexible
- Seek… Tweak… Repeat
- Expect the Unexpected
1. Be Flexible
As I have previously covered, flexibility is paramount in any performance. Now that we are live and there is interaction with our performance, we need to be flexible to the human impact and the human experience. Think of this as micro-tailoring. One of your biggest opportunities to capitalize and move from Good to Great is the ability to deliver an experience that is perceived as tailored for each individual who experiences it. How this can be done really depends on who your audience is and what type of campaign it is, but I would challenge all of you to look for ways to set up campaigns that feel tailored to every person who engages with it.
2. Seek… Tweak… Repeat!
This element in many facets is very similar to being flexible. Where this one differs is that we need to constantly be seeking to be better. No strategy or delivery is perfect. There is always room for incremental improvements. We need to actively break down even the best performances into their individual components and look to tweak where it makes sense to optimize performance. In many ways this is a half-step to the final pillar of measurement which we will talk about in next week’s edition. If we seek to be better, and that is built into the plan, then we can look for those micro-improvements. Great performances are not static in nature. They seek to find opportunities to become incrementally better, they tweak on the fly, and continue repeating this process with relentless regard for performance against objectives.
3. Expect the Unexpected
While well-defined strategy takes the unexpected into account, too often we see the deliveries of programs plagued by problems when things do not go according to plan. The worst thing you can do is get lulled into a sense of security and complacency. Expect that performances will not go off without a hitch or that a curveball will present itself. Whether these are internal or externally driven, capitalizing on the unexpected is often the most challenging task. When done right, these can be game changing moments for a brand or company.
The Final Bell
It should always be the goal to do better and get better as time goes on. Constantly challenging the status quo is what propels us and our organizations forward. If we think back to last week’s comments about ‘better’ not being good enough for long term success, hopefully this post challenges you to think about how you can be different in how you and your programs perform. Better is simply the cost of admission… Different is your value proposition.
Group President and CEO
Described as a growth agent, James is a modern day game changer known for delivering 10x performance across business, marketing and sales KPIs. As a sought after strategist, James believes and has demonstrated time and again that it is not about growing successful businesses anymore; true success is attained when you challenge and impact an industry as a whole.