Charles Darwin Got It Right

A new year means fresh opportunities. Having reset the bottom line, this is the perfect time to restructure objectives, budgets, and strategies.

COVID-induced challenges have forced thousands of businesses to struggle for survival. Obviously, doing things the same old way won’t work moving forward.

I’m reminded of a former client who used publicity (but nothing else) to build his business. His high-end products were beset by cheaper competitors he refused to acknowledge, and standard tools like sales promotions were rejected out-of-hand because they might cheapen the brand.

Which would have been fine had he instead utilized social media, paid advertising, direct mail, drip campaigns, or dozens of other communications vehicles. But he was an older gentleman, set in his ways and unwilling to consider any idea that wasn’t his own.

And yes, he’s out of business now.

For years my father’s told me about the thin line between stubbornness and stupidity, and this fellow arguably crossed that line one time too many. For him it was easier to blame government regulations and high overhead than to adapt to the marketplace and change his communications strategies.

Furthermore, relying on free publicity to grow his bottom line became virtually impossible as one print magazine after another vanished from the scene.

Whatever you sell, you need to be flexible if you want your business to survive and thrive. Never forget the definition of insanity is doing the same thing over and over and expecting different results.

Also consider that your marketing partner, agency, or consultant is ultimately merely a counselor. If you’re sitting in the big chair, you must take responsibility for the final decisions that guide your business.

As we dig into 2021, there are reasons for hope on the horizon. However, even if/when the pandemic is behind us, new challenges will exist in the marketplace. Consumers have shifted more buying online, startups will multiply exponentially to take advantage of pent-up demand, and nimbler competition will look to steal your business.

Meaning regardless of your industry, you should be strategizing now for what comes next. Throw out past marketing plans and start from scratch. Plan to invest in new vehicles, new audiences, and new messaging.

There’s a new world coming our way, and smart owners are planning for it now.

With that said, I wish you a week of profitable marketing.

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