Okay, 2022.

The first month of the new year is almost over. Does it feel “new” to you? Do you see possibilities and opportunities, only a continuation of past challenges, or something in between? Most of us, I think, would say something in between. The key is balancing how you meet challenges with how you embrace opportunity. Marketing also needs balance – messaging might change, audiences shift, new challenges or opportunities rise.

How, then do you choose where to put your marketing energy? Is it more important to maintain or grow brand integrity, to support existing sales efforts, or to seed and nurture new markets?

The answer is “yes.” Getting it done requires balance and nuance, and the ability to shift when needed to keep opportunities in sight.

I don’t do “resolutions” at the New Year. I do, however, choose a word, a focus-point, for the year to help guide decisions and effort. I chose “balance” for 2022, and I think it is proving to be a good guidepost so far.

I encourage everyone to take an objective look at the challenges and opportunities within their business in the coming year. If you want to look at those possibilities with us here at Crossroads, we would be happy to help you assess and then find your own marketing balance for 2022.

Mandy Vavrinak