One Big Idea

“I think it’s a great idea!,” he said. I had no reason to disagree. It was new, it was fresh, it could be the next big thing.

“What about your current tactics?,” I asked, concerned about the size and scope of the new activity.

“I think I’ll be able to cut back on the rest of my marketing tactics,” he replied.

What was this great new marketing idea that this business owner was pursuing? Doesn’t matter. It could be one of a dozen or so things I’ve heard about throughout my career. They were all new. They were all fresh. And they all promised a big return.

The cost? Varied. Sometimes it’s cheap and easy. Sometimes it is more of a commitment. Yet none of that matters. You see business owners, especially the truly entrepreneurial sort, love new ideas. They love the promise of the next big thing. That’s what makes them take the risk of getting into business. The dream, the vision, the passion.

It can also create a blind spot. One the old proverb calls “counting the cost”. You see, understanding what a new marketing tactic will cost, not just in dollars, but in time, energy, people and commitment is critical to evaluating the addition of that tactic to the marketing mix.

It is always a red flag when you hear that this new (a.k.a. untested) tactic can replace much of the current marketing mix. Once in a long while that may happen. Still worthwhile to be wary and to maintain a mix of traditional and new media tactics...at least until that “big thing” really is all that.

If you need help assessing how a new idea can add to your marketing mix, email me to set up a time to talk or visit www.geniusmarketing.com

SLE