It's Ok To Quit Your Marketing
by Josh Amidon
Throughout life we’ve heard sayings like “never give up” and “winners never quit” millions of times. I’m sure, even as you’re reading this, your Facebook wall or Instagram feed has at least 5 different memes voicing this same sort of “never quit” sentiment. This might be a good life mantra, but from a marketing standpoint it’s just a bunch of hooey. A successful marketing program is constantly changing and evolving. There’s many reasons why you should be changing your marketing on a regular basis. Here’s a few.
The Changing Consumer. Consumer tastes are constantly changing. Therefore, small companies must keep up with the types of messaging that their customers want to listen to. If you took a successful ad from 20 years ago and used that same ad now – it wouldn’t work. Folgers Coffee is the perfect example. Back in the 50's, 60's and 70's, Folgers had some pretty sexist ad campaigns. Soon after, society’s views shifted and Folgers didn’t change until it was too late. They were hit with horrible press and had to fight off a boycott. Since then, Folgers has made sure to evolve with the times.
Countering Competitive Strategies. It’s nearly impossible for small companies to stay complacent with their marketing and advertising. A major reason is that a competitor may initiate a marketing strategy that challenges your company’s position in the marketplace. For example, let’s say you own a local pizza shop and your marketing strategy is putting your tagline “THE ONLY PLACE IN TOWN WITH FREE DELIVERY” in big bold font across all your marketing materials. Now, let’s say your competitor starts to offer free delivery too - not only is your tagline false, but it’s also a lot less effective since someone else is doing what you’re doing.
Legal Considerations. The government may also force companies to change their marketing strategies. This one is my favorite, because most of the time the changes are sneaky. Example: have you noticed when it comes to soaps, lotions and body sprays there’s been an explosion of scents like “Birthday Cake”, “Cupcake Confetti” and “Whipped Cream”? This is because the companies making these products used to call these same scents “Warm Vanilla” or “Vanilla Sugar” – but now the government has passed a law that says the word “vanilla” can’t be used to describe a product unless it actually has real vanilla as an ingredient. Since real vanilla is incredibly expensive, the companies have been changing their marketing and product names instead.
In completely unrelated news (that’s a lie, I wrote this article to tie into our news), Custom Business Services has launched a newly designed website www.cbsmarketingdev.com! Take a look around and let us know what you think!