Why New Year's Resolutions and Annual Marketing Plans Don't Work

The video discusses the ineffectiveness of annual marketing plans, likening them to New Year's resolutions that often fail due to lack of follow-up. It suggests creating adaptable, living documents that evolve with changing circumstances. Regular check-ins, ideally on a weekly basis, are recommended to ensure goals are met and adjustments are made as needed. This approach allows for more frequent measurement and better outcomes.

Why are annual marketing plans often compared to New Year's resolutions?

• They both focus on short-term goals.

• They both require a lot of resources.

• They both involve making commitments that are rarely revisited.

• They are both easy to achieve.

What is the main advantage of creating 'living, breathing documents' for marketing plans?

• They are more visually appealing.

• They allow for flexibility and adaptation over time.

• They require less effort to maintain.

• They are easier to share with others.

How can regular check-ins help in achieving marketing goals?

• They ensure goals are never changed.

• They reduce the need for planning.

• They help identify what went wrong and how to get back on track.

• They eliminate the need for annual reviews.

What is the benefit of breaking down annual goals into weekly check-ins?

• It simplifies the planning process.

• It reduces the number of goals.

• It allows for more frequent measurement and adjustments.

• It makes the goals less important.

What is the ultimate outcome of being specific with weekly goals?

• It leads to confusion.

• It helps achieve monthly, quarterly, and yearly goals.

• It makes the process more complicated.

• It reduces the need for documentation.