January 18th, 2007 by Bob Bly
Branding and online marketing types, as a rule, get enthused by creativity, innovation, originality, and new ideas.
We direct marketers don’t.
What excites us is making the cash register ring … not being original or “creative.”
If we can knock off a winning promo and make it work for our product — we’re as happy as a clam.
Being a pioneer — in a new media, a new market, a new technology — can sometimes be profitable.
But more often, it can be the most costly mistake you ever make.
According to an article in MarketSmart (11/06, p. 12.), innovation fails to pay back its cost of capital more than 90% of the time.
So beware of gurus and creative types with new ideas.
Embrace what’s been tested and proven to work.
You won’t win advertising awards.
But you will get a greater ROMD (return on marketing dollars).
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