March 2017

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Page A25 MARCH 2017 FUNERAL HOME & CEMETERY NEWS S ec t i on A
Triple H Company
P.O. Box 5790
Ventura, CA 93005-0790
(805) 650-6944 (800) 252-3444
Fax (805) 650-6444
USA
Manufacturer
Triple H
Company
Cemetery, Crematory and Mausoleum Supply Since 1950
• Solid Jewelers Bronze
• Gold, Oxidized and Nickel Finishes
Empire
Design
Princess
Design
Resists UV Discoloration
MAUSOLEUM VASES • MADE IN THE USA
Plastic Mausoleum
Vases and Holders ULTRA Flip-Top
Plastic Urn SHEET BRONZE URNS
5 Sizes – Dozens of Styles
INFANT & CHILD
PLASTIC URNS
32, 78 &125 Cubic In.
White
‘utility urns’®
Original Hi-Impact Plastic
IN SIZES AND
CONFIGURATIONS
TO ALL NEEDS
Vase Lifters for
All Manufacturers
Vases
Cremation
Identification Discs
Cremation
Rollers
Floral
Lawn Vases
Dozens of Options
Vases
®
®
Triple H Company
Exclusive Originals Urns and Vases
®
‘utility urns’®
Original Hi-Impact Plastic
®
®
Plastic Mausoleum Vases
Oversized
9” x 13” x 14.5”
Original
9” x 9” x 14.5”
Peace White
Antique Gold
Gray Granite Green Velour
Lined • Tongue
and Groove
Connection
Excellent for
Committal Services
Solid Gray Granite texture
inside and out for Consistent
Appearance
feature the exclusive
Green and Gold Triple H Company Logo
AUTHENTIC
®
801
Okay, we all know that the implementation and all the
hard work that goes along with putting a strategy into the
marketplace has to be done by someone. Initiatives don’t get
completed by stating them on paper; they require action,
management and follow up. And frommy experience work-
ing with organizations of various sizes, I’d say that no VP of
Marketing or CMO can – or should – try to do everything.
But in the same breath, we can’t just assume that everyone
who is diligently working on the tactics is actually support-
ing the overall marketing and business strategy that was cre-
ated. Implementing different pieces of the program is not
the same as true implementation to achieve the organiza-
tion’s business objectives. Poor tactics, poor coordination,
and poor implementation of even a great strategy have led
to as many flops as a poorly created strategy.
Here’s a quick real life example: An athletic shoe manufac-
turer sent me email after email telling me to stop by their
upcoming trade show booth, and by turning in a printed
copy of the email, I would receive a certificate for significant
savings off their athletic shoes. Guess what happened when
I showed up at the booth? No one, and I mean NO ONE
at the booth knew anything about the offer. “Don’t know
what this is all about,” or “No one told us about this,” were
all anyone there could say.
So, at the risk of being overly obvious, the heart of the
implementation of a marketing plan is the execution, the
actual doing of the planned marketing activities. Success-
ful marketing implementation requires:
• Attention to detail
• Staying on top of “who’s doing what”
• Accountability of those involved…no passing the buck
• No waiting till tomorrow. No procrastination!
Mere implementation is not always that difficult. The hard
part is implementing things in an organized way. And, it’s
the cohesiveness of the strategy’s implementation tactics
where the revenues (the results that the Fortune 100 com-
pany CEO talked about) will be generated.
Rolf Gutknecht is vice president, director of account services for
LA ads. To discuss your thoughts with Rolf on this blog or any
marketing matters, email , or visit
. You can also connect with Rolf on
LinkedIn.
Discovering the disconnect
between Strategy and Success