When your marketing plans get derailed, here’s what to do

If there’s anything the uncertainty of 2020 has taught us, though, it’s how difficult it is to plan. You’ve likely never experienced anything as challenging as the current climate. Markets are unstable, competitors are unpredictable, and consumer habits are changing — some temporarily, others permanently.

This festive season, for example, retailers are challenged with making sure last-minute shoppers get what they need safely, whether it’s via delivery, curbside pickup, or in-store purchase.

In the face of uncertainty, it can be tempting to assume that making plans is an exercise in futility. But look to embrace the unknown, building it into your strategy from the start. Make sure your strategy isn’t too dependent on market conditions, and have messaging ready for several scenarios.

• Get used to pivoting — a lot.
• Understand how you add value.
• Stay on top of trends, no matter how fast they change.
• Make decisions quickly.