In business, things can move at full speed one minute, then slow to a crawl the next. For marketers, that means navigating both the peaks and valleys. And sometimes, it means dealing with the chaos when things don’t go as planned. It’s a universal truth: What can go wrong, will go wrong. But how you respond when things go off course makes all the difference in your success.
We’ve learned that success in marketing is about turning setbacks into opportunities. Whether it’s a botched campaign launch, a trade show disaster, or a viral social media post for all the wrong reasons, we’ve been there. And we’ve bounced back stronger than before.
When Murphy’s Law Strikes: A Real-Life Example
In Thriving in Chaos: Lessons Learned as a Corporate Marketer, Joanne shares a personal story about a product launch she had worked on for months. Everything was aligned for success:
- A massive 40×40 booth in a prime location
- A BMW Z3 giveaway parked outside to grab attention
- A highly trained team ready to capture leads
- Promotional materials that would knock people’s socks off
Then, disaster struck. None of their printed collateral showed up. It was a marketing nightmare.
But instead of panicking, she did what marketers do best – got scrappy. She immediately reached out to a local 24-hour print shop, pulled an all-nighter reprinting everything, and spent an additional $5,000 USD (over $10,000 CAD in today’s dollars) to make it happen. Was it ideal? Not at all. But did it work? Absolutely.
The result was the most successful trade show she ever had: over 2,500 new contacts, extensive press coverage, and six-figure revenue. And the BMW? The lucky winner drove it home after the event, and yes, it made all the difference!
This experience reinforced a key lesson: “Success is about turning failures into opportunities”. Your ability to pivot and adapt that makes all the difference.
Three Steps to Plan for the Worst, Execute for the Best
When it comes to navigating marketing chaos, the key is to be prepared. Have a contingency plan for every major initiative.
Whether it’s a vendor issue, a technical glitch, or an unforeseen delay, a contingency plan ensures you’re ready to adapt. Backup vendors, extra materials, and alternate approaches can save the day.
Here’s how:
- Train your team on quick problem-solving skills: Ensure your team has the mindset and skills to act quickly, resolve issues, and move forward. At JGC, we emphasize agility, which allows us to act fast when needed.
- Always keep a backup of everything: Backups are your safety net. Keep digital copies of all your assets, promotional materials, and important files. And when possible, have physical backups ready too. This goes for people as well—extra hands-on deck can be invaluable in a crisis.
- The Power of a Clear ‘Why’: A ‘why’ that clearly aligns with your bigger vision helps you stay grounded and focused, even when setbacks arise. That’s why we always ask ourselves, What does success look like, and how will we measure it? With a clear understanding of your goals, you’ll be better equipped to handle bumps in the road.
🤸Joanne’s Tip for Better Business
Ensure your website communicates your “why” in the first five seconds of someone landing on your homepage. Your value should be immediately apparent to visitors. If it’s not, it might be time for a messaging refresh.
READ MORE: For more tips on navigating marketing challenges,
check out Joanne’s Trade Show Survival Checklist here.
This blog is brought to you by Chapter 2 of Thriving in Chaos: Lessons Learned as a Corporate Marketer, available on Amazon and Barnes and Noble.
