Save
room for the old and the new
Last
week, our family had the annual discussion about which dishes should be on our
Thanksgiving menu. “We always have the same old things. We need to change it up
a bit,” one person said. “But, I really like the traditional dishes,” someone
else said.
The
marketing communications industry faces a similar discussion. On one side of
the argument, some people believe such tactics as web, social media, blogs,
webinars, e-magazines (such as Rants from
the Brand Coach), and e-discussion groups are the only way to go. As a
marketer, you must produce powerful content which is interesting, entertaining,
and educational, helping the audiences do their job.
On the
other side, you have traditionalists who believe tactics such as direct mail,
e-mail, phone calls, and media advertising are the best approach. Sadly, there
are those who believe these “old” forms of marcom are outdated, old fashion,
and useless. They’re wrong!
Just
like the Thanksgiving dinner, there’s room for the old and the new. Smart
marketers understand how a well thought out program includes a balanced
approach, reaching audiences in multiple ways. Just because direct mail isn’t
as cool or doesn’t command the buzz of social media doesn’t mean it won’t work.
At Brand Acceleration, our team
analyses audiences to determine just the right mix of old and new in order to
generate results for our clients.
So,
whether your Thanksgiving dinner includes turkey and baked beans or tofurkey and
vegan
stuffing, just remember that life offers vast choices, all of which are great.
Marketing techniques vary just as widely. In the right combination, they are
all delicious.
Happy Thanksgiving. Eat up!
Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public
Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Atlanta: 404.474.7980
Fax: 317.222.1425
Cell: 317.523.7380
Brand
Acceleration is a full-service marketing communications, brand
management and public relations firm with a focus on economic development, architecture,
engineering and construction.
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