How much of your marketing plan is based on doing things a certain way because that’s the way they’ve always been done? It might be time to rethink your strategy, because tradition has no place in your marketing plan.
Steve Johnson has a great post about this at “Why Demo at Trade Shows?”
David Meerman Scott elaborates on the issue in his post “Corporate Dysfunction at its Worst: the Trade Show Demo.”
Trade shows have been part of the business landscape since long before I can remember—and my feet hurt just thinking about them. While they still have value, they’ve changed over the years—and your approach to them should be changing as well.
The same thing applies to other marketing strategies. Press releases aren’t just for reporters anymore, and they need to be written differently today than they were a decade ago. And there’s not room in a single blog post to talk about all the ways the internet has had an impact on marketing.
My point is this: take a look at your marketing plan, at every single thing you spend time or money on to promote your business. Figure out what you’re doing because it works and what you’re doing because it’s tradition. Stop doing the things that aren’t working anymore.
Jacquelyn Lynn
I covered the topic on tradeshow effectivness for b2b and subscribe to your point of view an it http://btobmarketing.wordpress.com/2007/08/20/to-tradeshow-or-not-to-in-b2b-if-not-then-what/
Posted by: Loredana Niculae | September 18, 2007 at 03:48 PM