Marketing How-To: Do you see the forest or the trees?
Most of us have heard the saying “can’t see the forest for the trees”: focusing on small details and missing the big picture as a whole. In business, the big picture might be growing a successful company, implementing a profitable campaign, earning repeat business, increasing the bottom line. But how do we get there? You got it – by making sure all “the small stuff” is taken care of.
In my Client Services role at HF Direct, it’s my job to know and understand all the individual parts and pieces that make up the big picture. You could call me “a tree hugger”. A tree hugger recognizes that the beauty of a majestic forest comes from the sum of its parts – the smallest of dogwoods scattered among the tallest and strongest of pines; the littering of wildflowers that add their pops of color and visual interest for the eye; the winding stream that connects it all together…
Likewise in business, it’s the details behind a strategy or campaign that make the big picture possible. “Small stuff” like accurately manipulated data, carefully selected target segments, correct spelling, strong offers, brand guidelines, and a clear call to action. Have you ever proofed a direct mail letter offering a $500 incentive instead of the intended $50? That changes the picture entirely (not to mention seriously affects the bottom line!).
Numerous small elements – which can go unnoticed if you’re not looking for them – join together to make up the forest and to create a successful campaign. A string of successful campaigns develops into a growing business. And that business can have a “wow” factor – just like the forest.
Kim Twitchell
About the author
Kim Twitchell shook the sand out of her shoes and left life at the shore to become part of the HF Direct team 11 years ago. As Client Services lead, she loves it when a plan comes together – whether it’s cheering her beloved University of Alabama football team to a victory or making sure her clients’ campaigns run smoothly, their needs are met, and they reach their goals.
