“Success consists of going from failure to failure without loss of enthusiasm.”
I have met people in my career so afraid of failing, they never try new things. That might have worked thirty years ago, but “new things” are what are going to be the tools you will add to your last “good” advertising campaign, to make your next “great” advertising campaign. These new breakthroughs are the missing pieces that could not have been foretold with current technology and trends. The business owners standing in the way of progress paralyzed with fear will not stop the oncoming progress train, they will get run over.
There is however, a fine line between utilizing new ideas, and being a consistent guinea pig for bad ideas. Let’s take a look at the Chevy Volt…or what about HD DVD’s? The list is a mile long of ideas that in hindsight, were bad ones. Guess what though? Those bad ideas are road “pavers”, and some of those same people helped pioneer winners like blue-ray. When it comes to marketing, there are times to risk greatly, to be rewarded handsomely. There are also times to hold tight if your plan is working successfully.
How do you know when to make the jump and when to tow the line? That’s what this 4-part series is about. Come back Wednesday to find out how changing technology should drastically affect your Q3/Q4 advertising plan THIS year!
Jeff Petermann, CMG