If you always do what you’ve always done, you will always get what you’ve always got – sound familiar?
Many people have laid claim to this quote including Anthony Robbins and before him Albert Einstein, Henry Ford, and even Mark Twain. Regardless, what matters is the point it makes. If you want to change the end result, you need to change the way you do things.
Think of this in the context of setting goals or achieving success. If you do not set goals for yourself, your work or business, you probably meander through life believing the outcomes of your actions are your destiny. For some they achieve success and have no regrets. More often than not, people look back and wish they had made a different decision.
Businesses frequently fail to embrace a culture of change and innovation. Learning and implementing something new can be challenging and may take longer than the “old” way, but if implemented for the right reasons with a clear plan and good supports, any hurdles can be overcome. Conversely they also often do things because they feel they should without stopping to really think about what works for them.
For example you may have been using social media and online marketing to promote your business because you feel that that’s the thing to do in a digital age? Is it working for you? If not, why not stop and change what you are doing. Consider putting some print back into your marketing mix.
Print marketing is tried and tested. We know what to expect – it’s authentic and trustworthy. But print marketing also faces accusations of being outdated and expensive. By contrast, digital is fast, accurate and cost-effective. But it’s also impersonal, less memorable and intangible; you don’t want your campaign to get lost in the digital clutter of today’s online world.
In most cases, it really depends on your businees and your audience. You’ll need different campaigns for different products, and different forms of media will be more effective at targeting different audiences.
Print can build more meaningful connections
The tactile quality of print is proven to give a lasting form of emotional connection, a personal feel which gives printed media an inimitable trustworthiness. Recent studies have shown that potential customers are far more likely to trust your company when your marketing is presented via high-quality print, such as magazines.
Gaining trust is a crucial part of any business. Moreover, printed materials can be kept. If you design a good product, your audience may well keep a hard copy, which they can engage with over and over again. Print marketing gives businesses a much higher level of impact than digital marketing can achieve, building more meaningful and long-lasting connections with consumers.
So embrace change, set your goals, take the time to plan, welcome feedback and adjust your plan when necessary as you move forward and enjoy your success!
What have you got to lose? Other than the old way, which did not work anyway!