As marketers, we’re always looking for what we refer to as the “shiny penny.” Everyone wants to use the newest, coolest, most unique solution that is causing a buzz in the marketplace. The truth is, what’s “cool” to some isn’t always so “cool” to others and just because it’s new doesn’t mean it’s cool at all. The cardinal rule in marketing has always been, “Consider your audience,” but the lure of the shiny penny can distract us from what is really important.
Here are some humorous (and cringe-worthy) examples that inspired this post: http://www.adweek.com/topic/fail
So, what’s the moral of the story? It’s simple. There is no such thing as a one-size-fits-all approach in direct marketing, no matter how much of a buzz it’s causing. Sure, we should try new strategies, but only after we have considered what works best for our audience and what we do best.
There are countless articles and indicators telling us which latest and greatest direct marketing tactics we should use. Don’t let that shiny penny distract you from what you know is right for your audience and your message. It doesn’t mean you’re behind the curve. It just means you’re a smart marketer. Focus on what’s best, not what’s new, and your ROI will be far greater.