Innovation in Marketing is bad in one respect and will send your business backwards. It's really good in another, to help you grow your business almost effortlessly.
Let me explain...
Innovation in Marketing is Bad...
If, as a business owner, you're thinking of trying the latest and greatest new thing that you've seen in the newspaper, online, or via a salesman who has a target to reach, you're likely in for an experience where you'll spend money, and be no further ahead than before you started. But if you were to learn that the fundamental rules of Marketing haven't changed in almost 100 years, then you'll be wanting to know what they are before you try to 'Innovate'.
Innovation in Marketing is Good...
When you've worked out what does work for you, and you take advantage of technology to allow an almost auto-piloted, and importantly personal, follow-up and keep-in-touch system - keeping front of mind after a potential customer or client has met you.
Let's go back to the fundamental rules of Marketing...
Think who you're Marketing to: A potential customer.
More than that: A Human Being.
Sound strange? A little, until you understand that human traits haven't really changed over hundreds of years.
Claude Hopkins, in his book Scientific Advertising, calls them the "basic laws". This is the same book that David Ogilvy (one of the worlds most respected marketers) says anyone who wants to work as a marketer should read 7 times before they start.
Scientific Advertising was first published in 1923. Most recently re-published in 2010. Very little has changed in it's premise that once you understand human nature, you will succeed in Marketing.
When you're able to share your story of your product or service in a way that appeals to our (Human) innate nature - examples being: Curiosity, Hero Stories, 'I CAN do that!" - then you'll capture their attention just long enough to share the benefits to your intended prospect.
Blend that attention with Marketing that you're able to hold accountable - ie. Direct Response Marketing - your Marketing to attract new prospects will be successful. If this statement in itself is an Innovation in Marketing for you, then great, start and develop from here.
Where should you use innovation in Marketing?
The key place is in your follow-up and keep-in-touch strategies.
If you can automate these (as I do for my own business and my clients), then you can be Marketing for months with little ongoing effort, and those who've shown an interest in your product or service will be learning more about why what you offer is right for them (or not).
That translates to filtering out tire kickers and having hot prospects literally chasing YOU to buy from you.
I see it happening every day.
The takeaway for Innovation in Marketing?
If you're thinking of innovating in Marketing, make sure you're doing the foundations first: Test, track, measure and spend money on whats working - fix or ditch the rest. And ensure you have a follow-up and keep-in-touch strategy in place, and automate as much of it as you can (get help if you don't know how).
Article republished after being originally written and featured on the front page of the Cambridge Chamber of Commerce, Waikato, Innovation Edition (2011).
Jamie McKean is a business coach and business consultant, not afraid to get stuck in to get great results for clients who want to change but dont know where to start. He's most proud of his beautiful daughters and very patient wife - http://www.theprofitpartnership.co.nz
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