Upside-Down Thinking by Patric Fransko
by Patric Fransko
December 20th, 2017

Fast vs Great – The Optimal Strategy

I live in California, and I couldn’t think of a better symbol to represent the idea of fast and great than In-n-Out Burger. If you have never been, you are missing out. It seems to have the perfect balance of fast service and really good food. It’s not fine dining by any stretch, but it seems to have found a really good balance, and its success in the market proves that to be the case.

This article is not about hamburgers, though; it is about marketing. I want to discuss something that nearly every business owner will face at some point: Whether they should be fast or be perfect. Ultimately, it is important to be both fast and good if you want to have an effective marketing strategy. However, that isn’t always possible, so I want to give some thoughts on finding the optimal balance between the two.

Being Fast – There is no doubt that being first to the market with a particular marketing strategy can have its advantages. Once someone has put a stake in the ground with a particular plan, all the others that come after it appear to be “me too” efforts and usually are not as effective.

In addition, it is rare to be able to execute a marketing strategy in a perfect way. I see too many companies become paralyzed about moving forward because they think that the campaign or the plan is not perfect yet. News flash: It probably never will be. You can waste a great deal of time and miss opportunities by making perfect the enemy of good.

Being Great – This is the other side of the coin above. Whenever you launch a marketing strategy, you are saying something about the company that the campaign represents. If the program is put together sloppily without a cohesive message, that tells your target audience subconsciously that maybe your company operates in a sloppy way.

As mentioned above, you will never get any program perfect, but that doesn’t mean you shouldn’t put forth your best effort. Make every effort to think through a campaign, ask others for feedback and fine tune from what you hear. However, know when to say it’s “good enough” and be willing to pull the trigger. You can lose valuable speed to market and possibly get beat to the punch by a competitor if you wait until it’s “perfect.” There is a difference between great and perfect. Learn to settle for great and not be paralyzed by perfect.

I hope this article gives you some food for thought as you plan for 2018 and beyond. While it is important to be both fast and great when executing a marketing strategy, learning the balance between the two is what separates great businesses from good ones.

Final note: You can always tweak a good marketing campaign to make it great. However, you cannot get a second chance to be first to market with an idea or program. If in question, I believe you should go with speed and tweak as you go.

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3 comments
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  1. It is a interesting subject you have written about to day.Business in this modern digital world is a complete new science in my opinion. Every market is different to start with and every business has its own personality even if we all deal in the same products.

    In my opinion every campaign needs to be tested before money is thrown at it.Smart business leaders know that getting the ”best value for money” is the way to go
    As the old school use to say.”look after the pennies and the dollars will look after them selves”

    Experience and knowledge is needed when it comes to advertising and marketing. Again in my opinion this part of the business should be handled by a savvy leader. We need to get maximum mileage without wasting.

    Marketing and advertising in our company is a investment. To us it is like driving a car, when we require more sales we put the accelerator down. We never want more inquires than we can handle with total efficiency.As you say it is about balance

    The next very important point is how to handle the inquiries,weather they come in on the phone or via email.Every call has cost the company money and can make the return on investment a viable venture if handled correctly.

    The person dealing with this very important aspect of the business need to have the experience, correct tools for a profession presentation, and also needs to understand how to turn calls into sales.This is a complex ed subject on its own that I will not get into now.

    As I said before business is a science and I have been studying it for over forty five years Ever aspect of a business need to run like a well oiled clock.The leader sets the example and if he can’t run every aspect of the business better and more successfully than his staff members he should not be leading that company if he wants to grow the business into a serious ”money making machine”

    Leon Levy Klingshield South Africa

  2. Would u rather a fast tint job, or a great one? I can tint a car in less than a hour, will not come out as perfect as a car I took 2 hours on.
    Think of your marketing the same way! My marketing is taking care of people, and not giving them the run around! I have redone many windows in my 20 years. Some a day later, sum 14 years later, at my own expense. Never once have I filled out a warranty card! I believe if I can just keep a smile on my customers face, that’s all the marketing I need!
    I have worked at every shop in my area! Sum of my fist jobs where for hack shacks! Didn’t care about the customer, wouldn’t redo a window even if it was peeling before they pulled It out the bay! Makes me laugh when I think about the people protesting across the street of that shop. He wasent a rich man, so he didn’t last that long! Every shop in my area that’s been here for the last 20 years, either has a s$&t load of money backing them, or just some great guys that know what they r doing!
    So if attitude is your thing, better have deep pockets! If not, better have a good location, with experienced employees that take care of every car as if it was there own. See people most of your marketing comes from your business ethics! Think of your customer, as u being your customer. Like Jesus said, treat people the way u want to b treated.

  3. Great burger! Great ideas in your article. Patric, if you haven’t already, I’d recommend the book, The 22 Immutable Laws of Marketing. It’s right in your “wheelhouse” here.
    As for the prior comments, I find through blogs like this, when I have the time to read them, that tinters are sometimes too consumed with ego and “over thinking” their business. If you love what you do it will show. The ultimate goal, for say, an auto tinter should be perfect work. And ultimately a full car ought to take an hour. Tinting isn’t rocket science, but it takes a ton of practice and a new guy in the industry is going to have to “learn on the job.” Be the first guy to market with a fresh new product, ie- a new film or technology or tool, and there’s a good chance you’ll “hit it out of the park.” But marketing campaigns can be a double-edged sword. Be careful what you wish for; spread yourself too thin and that increase in business could diminish the quality of work that goes out. Thanks again!

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