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Overcoming “Sameness” May 19, 2010

Posted by Jack Macholl in Marketing, Marketing Planning, ROI.
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Here in the “new world” doing the same marketing drill will change. Certainly when you produce work for a client meeting their business objectives will continue to rule.  It appears that as the American economy rebounds people are now willing to do some testing, be it in traditional direct or social channels. I think it is important to remember that you can learn things from testing or trying new concepts even if they do not work.  From my vantage point what you learn from “failure” can be very valuable often helping your client map out the best of offers and creative approaches for their brand.

Change management has become rampant for the past decade and the pace doesn’t appear to be slowing any time soon. Sometimes change means doing things that seem intuitively uncomfortable or contrary to your “training”–take the plunge and test, try something new and don’t punish for “failure.”   Consumers are changing and adapting too-sameness may feel good but it will not get the job done .

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