Flexibility: Time Can Be Your Best Friend
The program is never absolute and it must be adaptable to new conditions, because external variables are constantly changing. For example, we may wake up in the morning and witness the collapse in oil prices from $100 to $50. Thus, flexibility is one of the most essential features of a marketing plan. If your program is not flexible, it will not be efficient enough and it is even better not to start it at all.
Suppose that a group intends to hold an outdoor event on a specific day. It starts raining and the program is suspended. The first thing to consider in an event program is to have an alternative program in case such a thing happens. Flexibility even sometimes means canceling a program instead of insisting on doing something wrong.
The biggest enemy of every business is time; however, time can be your best friend if you are flexible enough.
Remember that you should consider all future possibilities when developing a plan and only worry about changes that are not predictable. With the outbreak of the Corona virus and the shock to the global economy, for example, businesses required basic alterations in their marketing plan. You must always have contingency plans, as things you never envisaged can happen and disrupt your set plan.
Does too much flexibility make the program unstable? Flexibility does not mean making a change every day. It means you have a specific schedule and know what to do at what time, but if changes are inevitable under certain circumstances, you can change the program. Flexibility is different from disorganization and perfunctory programs.