“Their booth looks better.”
“Their website looks great, can we do that too?”
“Look at this email, can we do the same?”
“That company had great giveaways at the show, can we get some?”
“Their presentation was so good and easy to understand, how come ours isn’t?”
I’ll keep the examples to a minimum; you get the idea. It seems in marketing everyone thinks that another company’s ‘stuff’ is better. It is a fact, if I told you your nose was big, every day for a month – you would start looking in the mirror and questioning it. If you aren’t confident in the performance of your marketing programs, you will be swayed too.
I have encountered the above marketing conundrum many times. Everyone will offer suggestions on how other companies are doing things – better, bigger, bolder. So what do you do?
Smile, and thank your colleague for the information and file under – Marketing Ideas. As a marketer, you know that it is a common trait to envy what others have and to not appreciate your own. Heck, that is how some businesses sell beauty items, cars, clothes and so on. The advertising plays on the human emotion of wanting what others have.
It is better to stay the course on your current marketing plan. If you keep changing your marketing programs, you will not accomplish your goals. Additionally, you will not be able to determine which variable was the culprit.
In the doldrums of summer, or the third or fourth week of December is when you should get your team together and go through the Marketing Ideas, folder. Make it a “Team Idea Day,” take a look at all the cool marketing ideas that your team found during the year and other websites, collateral, emails that you clicked on and opened and found intriguing – even investigate new, cool giveaways. Once you are on your marketing course for the year, it is best to stick to it. Use the marketing downtimes to review ideas you have seen throughout the year.
Another key is to share with your team the times when your company gets compliments. Did someone come by and take a picture of your booth and say they liked it? Did you get comments from prospects on the website content, blogs or collateral? If you do get these golden nuggets, share them with the team to help dampen the ‘grass is always greener’ syndrome.