Benefits of embracing change in marketing

There is a well known quote attributed to Einstein, which reads “Insanity: doing the same thing over and over again and expecting different, if not better, results”.  It could be argued that many businesses fit this definition with their approach to the marketing of their business.

The key goal of most business owners is to increase their sales and profits. However their strategy to achieve this goal is often to roll out the same marketing tools year after year.

While some of these tools may be highly effective (which you would know through your measurement of marketing outcomes), others are probably poor performers in your overall marketing mix. And yet the expectation is that this mix will work to increase enquiries and therefore sales and profits.

When was the last time you tried something daringly different in your marketing mix? 

While we may perceive change as threatening, it can often be liberating – providing the opportunity for rejuvenation and growth. 

In terms of your marketing, trying new approaches may seem harder and potentially riskier because you don’t know what the outcomes will be. Often new, innovative ideas are put in the ‘we’ll try that next time’ basket because we feel we don’t have the time or money.

However the reality is that if you want to develop and grow your business in an increasingly competitive environment then you need to start doing things differently. So give it a go this year and try at least one new strategy in your marketing mix – you’ll never know until you try!

“This article was written by Tracy-Madonna Wylie, Business Manager, Nutbirdz Strategic Marketing, and printed in the My Marketing Companion column of the Fraser Coast Chronicle in 2008.”