Sunday, July 3, 2011

BIG’s Blog: Innovation

I am always asked by Development Directors and Executive Directors the same question: “Is e-marketing guaranteed to generate as much money as direct mail?”

And I always answer the same way: “I guarantee you it will not – initially.”

Typically, nobody likes that answer.

How old is direct mail marketing? 100 years old? 80 years old? Is there anything you don’t know about direct mail marketing?

How old is e-marketing? 17 years old? 15 years old? 10 years old? What do you know about e-marketing? Probably very little.

Here is a helpful approach. While your direct mail is still profitable, get very serious about engaging online marketing. Try new things, even if they don’t turn out the way you hoped they would. At least you’ll learn something. Trying new things is innovating. Innovating means sometimes you will fail. But unless you are failing, you’re not trying hard enough.

By-the-way, innovation is what built America.

Happy 4th of July!

Cue the fireworks . . .


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