Wise strategy, planning and tactical execution

It’s easy to get caught up in obsessing about likes, follows, trending, invites, tweets, re-tweets, measuring hits, unique visits and analytics, I could go on …

According to research, many business leaders are tired of hearing about the latest ‘must have’, ‘must do’ marketing techniques and want to see more of revenue and profit growth focused marketing.

Many of us are familiar with the 80-20 rule (Pareto Principal), for example 80% of your revenue is likely to come from 20% of your customer base.

There is no doubt that advancements in technology in the last 10 years or more have changed people’s behaviour, particularly when it comes to information gathering and decision-making.

In marketing, to avoid the trap of chasing the next ‘must have’ trend, at Harvey Winter, we follow the 70-20-10 rule; a model that is widely adopted in many departments at large firms such as Google.


Low risk




High risk

70% – Safe standard activities and content that appeals to your wider audience

20% – Moderately risky or disruptive, useful when appealing to a new audience

10% – Experimental, highly risky, complicated or difficult

By following the 70-20-10 rule you can be confident that your marketing remains current without taking your eye off the main focus of revenue and profit.

So, what does this mean in terms of marketing activities?

Marketing is so much more than advertising; in fact, advertising is the most difficult marketing activity to measure and is therefore, potentially the least effective. We ask, what marketing activities do you undertake, do you know if they the right combination for your strategy?

Assuming that you’re following up and closing leads, does your marketing generate the right number and quality of leads you need to fulfil your objectives?

If you could hear it, successful marketing would sound like the gentle beat of a number of drums. The combination of a number of activities on a regular basis – saying “I’m here, listen to me; what I have is relevant to you and will help you.”

Marketing that is ineffective is desperate, often a waste of precious resource and money, and sounds like machine guns, hand grenades and occasional bombs, in-between long periods of silence. Ineffective marketing usually falls into the wrong hands at the wrong time and can completely turn an audience against you.

Harvey Winter will work with you to develop wise marketing strategies, plans and actions that result in outcomes aligned with the objectives of your business.