Get Innovative

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A couple of weeks ago Philip wrote about the importance of innovation, offering suggestions to apply to your campaigns. I’d like build upon this slightly – print your last six campaigns along with six campaigns from this time a year ago. Place them next to one another and compare… apart from a few merchandise and minor look/ feel changes most of us have very few differences in the emails sent.

Now stop and think about yourself as a consumer, how much has the landscape changed over the past year? TVs have become sleeker, cell phones more powerful and manageable, politicians are fighting across channels and the web is becoming more service-focused. It’s becoming easier to talk internet price or special rates … not to mention that product feedback is available in the form of REAL testimonials.

Why should the person you’re marketing to think differently about your company/ campaigns if things haven’t changed in your messaging? Marketers have to constantly evolve the branding, offer more and keep innovating with the intent of maintaining mind share with the consumer. This comparison exercise is a good way to start – reach further by asking coworkers or recipients what they think about your campaigns. Apply their feedback, your experiences and the tips that Philip offered in his article to make the necessary changes.