Have you heard something like this before?
Heh, let's create an event to get (insert new audience) to come check us out. Can you do some Facebook posts and get the word out?
OR
We really need more people to know about us. Let's redesign our brochure. You can handle that right?
These are what I've learned to call Random Acts of Marketing (RAMs) and they can make the best marketing staff member's hair turn grey well before it should. RAMs are one of those things that we all try our best to avoid, but no matter what many organizations fall victim due to both external and internal pressures. However it is possible to operate without RAMs and the first step is to recognize a RAM.
RAM's are distinguished by four main attributes:
1- Not funded 2- Not in the plan
3- Not integrated
4- No measure for success defined
For most organizations these four issues need to be addressed before you move forward on any marketing project.
What are some reasons to avoid RAMs.
1- RAMs cost more money. They may seem like they are the simple and easy solution but they end up costing you more than you expect. From the website that is created by interns to the well-meaning board member who needs yet another newly designed brochure about your organization for her book group/ tennis team/ uncle, extra work is extra work and time is money.
2- RAMs hurt your audience development efforts. Since they aren't part of a plan and integrated with other outcomes, it can be hard to get your supporters on board. In fact, you could end up alienating some of your audiences without even trying to.
3- You will never really know if your RAM is effective. Without a clear idea of what your outcome will be, a plan to get there and a metric to track, how will you know if you have even been successful?
4- RAMs make people in your organization nuts and can lead to staff attrition and declining commitment.
So, what do you do? That's up to you. Once you can spot a RAM, you'll be better equipped to deal with avoiding them and creating ways to tactfully deal with them and their champions.
Want to learn more about RAMs?
Pam Moore's Blog- I learned about RAMs from her in 2014 at the National Arts Marketing Project.