I am often asked by clients, prospects and in general conversation what the newest thing in promotional products or marketing techniques is. The truth is that, if you haven’t seen it before, it is new to you. (NBC even used to use that a slogan to get people to watch their shows during the summer rerun season to get people to change their normal viewing habits.)
New does not necessarily mean better or innovative or, sometimes even fresh: Take for instance the display of “new” products at every promotional product industry trade show. It amazes me how many of the items are “new” because they are new to that company or the product now comes in a new color. To me, that is not new. Or what about the new ideas that no one really gets – like a product I saw in January which is effectively a headset that you attach you cell phone to. You don’t plug it while your phone sits in your pocket and it’s not a bluetooth; you actually wear the cell phone on your head. Seriously, would you wear your cell phone on your head? I have a BlackBerry and I can only imagine the headaches I would get from attaching that to my head every day. New is not necessarily better.
Successful marketing is not really about what is new, or about what is tried and true. It’s about using the resources available to you wisely, creatively and effectively. After all, it’s not the method that counts so much as the results!