The one question to ask new marketing & PR detractors

Many people tell me that their bosses, company executives, the CFO, and others in their organization are resistant to new marketing.

I point out that executives are just scared. But they aren't really scared of new marketing itself. They are scared of the unknown. They are scared of measurement other than sales leads and clip books. They are scared of media they don't use themselves.

People are comfortable doing the same old rubbish year in and year out. They spend tons of money at tradeshows. They spam their customers with inane email "campaigns" that typically include "offers" such as free shipping or some sort of discount pricing. They invest in television commercials and yellow page ads. They pay PR agencies the big bucks to get a mention on page 60 of a local newspaper, a laundry-list inclusion in an analyst's report, or a quote in the tenth paragraph of a story in a trade magazine that almost nobody reads.

I have a simple question for you to ask the naysayers:
"Are you thrilled with the company's current marketing & PR programs?"

Comments

[Eric Gingras]

Good points and I agree. We tend to fall back on the same old prospecting techniques that have worked in the past.

The problem is being able to attract new clients in new markets.

Very difficult indeed - particularly in this economy

Eric Gingras
Principal of Marketbound

[Gil Gerretsen at GR8THOTS.com]

I am also amazed by this mentality that seems to entrench itself as companies grow. Entrepreneurs are comfortable with risk but "employees" seem to gravitate towards the perceived safety of a periodic pay check and traditional, stoic thinking. They act as if they are afraid of innovation. Two nights ago over dinner at a favorite restaurant, we were talking about one company's refusal to draw attention to themselves with their trade show booth. The leadership actually preferred a boring, traditional picture display at the back of the booth and a table with some product samples laid out ... plus the good old fish bowl for business cards. Unfortunately, the majority of the other trade show booths will be just as boring as theirs and everyone will go home complaining about how unproductive the show was. Imagine if they had let some of the younger, more innovative talent actually do something to attract attention. Oh my, they wouldn't want that would they!

[Adi]

It's a simple ethos to take, but an effective one nonetheless. Simply ask yourself whether what you're doing would motivate you to buy your stuff?

Sadly thought leadership seldom exists in upper management. From a marketing perspective at least.

[Sebastien Page]

Good point! I am the marketing guy at a small publishing company. My boss is 68 and has no clue about what's going on online (he heard about Twitter though!). Fortunately, he lets me in charge of the marketing and PR program and totally trust my lead.
I think this situation is very unusual though, and most bosses would never give me as much freedom as he does. In my last company, my boss wouldn't even let me start a blog... and then complained we had no traffic... Duh!

[Mitzi]

Such timely posts! I feel like I'm crazy sometimes, and then I read something from your book or blog and know I am on the right track. Thanks.

[Matt Gentile]

David,

I agree with many of your points and as the Director of PR for CENTURY 21, I have been working to implement new media ideas into the marketing / pr mix. What I'd like to see from you and the other prophets of social media publish are the top 10 things I can do immediately that will help me spread the gospel of home ownership and drive brand preference to CENTURY 21. Hope I'm not asking too much, but you get my point. I know there is no magic bullet, but I'd like to know your thoughts on how to drive existing media to reach the masses...Mainly I'm researching which distribution channels make the most impact. For instance, should I posting a news clip, news release or audio interview featuring company execs on YouTube, Stumble Upon, Delicious, Facebook or some other combination to gain maximum exposure to the largest audience for our messages? I know the philosophy is to reach individuals with tailored messages, but I'm only one guy, While I don't want to spam everyone, I do want to make sure they have access to our messaging in the channel of their choice should they want to learn more about what CENTURY 21 is thinking on a variety of topics. Please share your thoughts on the most effective channels where media should be posted to reach the greatest number of people.

Best Regards,

Matt Gentile, Dir. PR & Brand Communication
Century 21 Real Estate LLC

[David Meerman Scott]

Matt, this sounds like a good challenge. I'll take you on. Give me a few days. Thanks, David

[stephanie]

Great points, sending it around the office now.

[Vicente Arancon]

I don't really think executives are scared about the unknown, they are scared that someone else takes their position in the company with newer and more effective ideas. That is rather incongruent since these same executives are asking for "creative" people when prospecting for a new marketing position in their companies... and they always end up hiring the same kind of people, the ones that will maintain the status quo in the company. The solution is not hiring younger people to do the same things, but hiring executives with vision and the will to embrace new ways of doing things.

[mary]

David,

First I'd like to say I've been reading your book, The New Rules of Marketing & PR, and I can't put it down. You write with such ease that it's like reading a great fiction book!

Anyway, I was recently hired by a Tech company to keep the company in the spotlight. I've been asked to write press releases and such, and I do think that when done propery, it can be very helpful and great results can be seen.

I tend to think "out of the box", and I have so many ideas for new features to be added to the website like a blog or feature that will keep people coming back. What is the best way to do this when perhaps this idea may seem a bit outlandish for this kind of company? How do I approach the manner?