When it comes to marketing and marketing communications, I’m all about schedules. As you’re working on concepts and ideas, unbridled creativity is wonderful, but when it’s time to execute, nothing beats good-old-fashioned discipline.
But having schedules doesn’t mean they have to be carved in stone, especially if you face unexpected factors or if your target audience is experiencing some kind of major problem. For example, if you’re about to roll out a limited-time special offer and Mother Nature surprises your community with the worst snowstorm in a decade, you may want to hold off on promoting it … or if it’s already out there, you may want to extend the deadline.