Albert Einstein was quoted as saying “Insanity: doing the same thing over and over agian and expecting different results.” Sounds like Albert could have gotten a job in marketing.
It’s amazing how many companies will continue to market the same way and then wonder why “nothing works”. They consider changing their logo, tag line and even their core message as a change in marketing. These “changes” are merely adjustments to their current marketing structure not changes in HOW they market.
All too often, corporate marketers feel forced to “keep it safe” to avoid getting reprimanded or even fired for trying something that “might not” work. Unfortunately, the opposite is true. They forget that the top people in their organization got to their positions by taking chances, pushing the envelope and trying anything that could make a difference in their careers.
The same goes when it comes to marketing. Just because the competition isn’t doing it or hasn’t tried it, is not an excuse for you not to step out and step up. Do you want to BE like your competition or BEAT them?
Right now the big steps have been in social marketing, everybody is clamoring to Facebook and Twittering away their time. 80% or more of the “Tweets” out there are never read and most Facebook fan pages average repeat visitors of under 5%. But it’s safe because everyone else is doing it.
Shake up your marketing by changing your direct mail from a simple postcard to an all-over printed envelope or a see-through plastic postcard. Utilize the new QR Codes and Text Marketing – people LOVE their cell phones and can’t stop themselves from reading a text – no matter what it says.
Stop the insanity and break free from following the “others” and become a marketing pioneer.
