When doing effective marketing we must remember this quote: 

“Plan for what it is difficult while it is easy, do what is great while it is small.” ― Sun Tzu; The Art of War

To often as marketers we do things in a rush. We do things last minute - when are back is against the wall and then shoot it out there with our figures crossed...

But to do effective marketing - marketing that stands the test of time - we must plan.

We must think before we launch a campaign - what could go wrong here? What can I prepare for when it is easy? 

It's hard to save a marketing campaign, half way through the promotion when you are fixing things - its easy to save it months before it even has launched.

What can you prepare for today?