The Target Trap

Ever sat in a meeting where someone casually dropped a target that made your stomach sink? You know the type – the ones that sound great in the boardroom but keep you up at night wondering if they’ve confused “ambitious” with “impossible.”

You’re not imagining things. As marketing budgets shrink and expectations soar, we’re seeing a dangerous trend: targets that exist in a parallel universe where resources are infinite and timelines are suggestions.

The Numbers Game Nobody’s Winning

Let’s be honest there’s a growing chasm between what’s expected and what’s achievable. “It’s not unusual for a client to come with unrealistic expectations of what they can achieve with their budgets” says Hannah, Account Director. When expectations creep into the impossible, it pays to revisit the business strategy and re-align with goals originally set. “Typically, we would create a list of all the deliverables on the wish list, and then decide which ones are most important. You could put them into sections called “must-have now,” “must-have but in the future,” and “nice to have”. That way, it feels less like ‘no’ and more like ‘not yet’.

Pro tip – ‘It can help to set a calendar of those activities against the business goals, any sort of events or product launches, and then schedule those across a period of maybe 6 to 12 months or even upwards.” Hannah, Account Director.

The Multi-Target Trap

We’ve all been guilty of it: trying to make every campaign achieve everything for everyone. But here’s the uncomfortable truth: when everything’s a priority, nothing is.

Pro tip – “Stop setting multiple targets for one activity. Maximise impact with fewer, more strategic projects.” Hannah, Hannah, Account Director. 

Speaking Truth to Power

Here’s where it gets interesting (and a bit uncomfortable): the disconnect often starts at the top. Your senior leadership team wants results – big ones. But as Account Director, Jen emphasises, “having an open dialogue with your SLT or board is absolutely key. In that communication, manage their expectations. Talk to them about what success looks like, and what those KPIs are.”

Don’t wait for the quarterly review to reveal that those targets were fantasy. Build the bridge between ambition and reality early and keep reinforcing it. It all comes back to transparency, open dialogue, and managing expectations.

Pro tip – “Be transparent. Keep that line of communication open. Just keeping them abreast of what’s going on means you’re not waiting for a six-month board meeting to drop something on them.” Jen, Account Director.

The False Economy of Corner-Cutting

When the pressure’s on and budgets are tight, it’s tempting to start making compromises. A little corner cut here, a standard lowered there. But before you know it, you’re looking at your brand in the mirror and barely recognising it.

“Be wary of the impact cost-cutting can have on your brand” says Head of Content and Strategy, Lara. “At the very least it will become diluted, but it could get a lot worse and actually start to damage your reputation.” A cost-effective way to mitigate this is to appoint a brand guardian. Someone who knows the limits of the brand and can protect it from being watered down with bad practices and careless activities.

Pro tip – “Think of your brand guardian as your voice of reason – the one who stops you from making those “just this once” compromises that slowly erode your brand’s value.” Lara, Head of Content and Strategy.

The Way Forward: Quality Over Quantity

So what’s the solution? It’s not about lowering ambitions – it’s about raising the quality of our goals. Here’s what works:

1. Fewer, Better Target

• Focus on what moves the needle
• Align goals with actual resources
• Choose quality over quantity

2. Open Communication

• Regular dialogue with stakeholders
• Early flagging of potential issues
• Clear alignment on what success looks like

3. Brand Protection

• Designated brand guardians
• No compromise on core values
• Strategic partnerships with agencies who get it

The Bottom Line

The gap between expectations and resources isn’t going away. But neither is the need for strategic, effective marketing that delivers real results. The question is: are you ready to have the honest conversations that bridge that gap?

We’ll continue to explore these themes in our upcoming social campaign, where you’ll hear more from our team on managing tight budgets, navigating data overload, and making smart marketing decisions. Keep an eye out for our video series featuring Hannah, Jen, and Lara, as they share insights on how to navigate these challenges effectively.

Be strategic. Stay bold.