My Gramps always asked “Do you know how to make Rabbit stew? Step #1 – get a rabbit.” As a kid, I thought that was funny.
I quickly learned “rabbit” was a simile for “taking care of the most important thing first.” After all, Rabbit Stew without a rabbit is just…stew.
In business, “getting your rabbit” means creating a strategic marketing communications plan to prioritize audiences and identify points of differentiation in order to develop specific outreach materials.
However, many organizations market themselves without having such a plan. “Let’s try advertising, Maybe PR will work. What about social media? ”This shotgun approach is usually off-target because tactics without a plan is akin to having celery, carrots, onions, and broth but no rabbit…which is not Rabbit Stew.
Here are a few recommendations to start the planning process.
- Prioritize all of your potential key audiences.
- Identify your competitive advantages. What is your niche? Where do you shine?
- Think like your audiences/stakeholders. What do they need to know about your business?
- Decide which tactics are most important based on opportunity and/or risk.
- Recognize the pitfalls which put the business at risk and be ready when things go awry.
In the end, your organization’s Rabbit Stew starts with the strategic plan (the rabbit) and then adds the tactics (other ingredients) to reach your goals. It all comes down to this:
- Plan your work (have a strategic road map)
- Address the most important needs of your target audiences (messaging)
- Work the plan (tactical implementation)
- Execute flawlessly and prepare for the unexpected (counsel)
So step #1, get your “rabbit” and you’ll be on your way to success!