It’s all connected!

“I think print advertising is a waste of money.”

“Trade shows are a big waste of time.”

“Social Media is trivial and unimportant.”

“Our business is about building personal relationships”

These are the kinds of comments I often hear business owners say. The higher up the ladder the less likely those remarks are challenged. And maybe they need to be. Tactics need to be reviewed in a larger context. You sometimes need to park your predispositions and listen.  

I know everyone is trying to watch their nickels and dimes. I get it. It is a tough time for business and a lot of decisions are made in a survival mode mindset. I get that too. But. But. But. Can we step back for just a moment please?

An organization, a company, a brand and (for that matter) even a person is much bigger than the sum of the parts. I find myself sometimes defending tactics on the narrowest of understanding. You gotta look at the big picture.

Let’s look at the comments at the top of this article for a moment. On the surface, they may be true enough. But if you examine them a little bit you might discover your bias is keeping you from truly exploring marketing options.

“I think print advertising is a waste of money.”

Discussion: Maybe the investment is misunderstood. Did you know that by working with a publication you can leverage your status as an advertiser? Editors do not want to be influenced by advertising sales (Fair enough, the integrity of the publication is on the line.) But mailing lists, merchandising, events and a whole host of other value-added options can change your perception of such an investment. Maybe enough to be convinced the effort is worthwhile.  

“Trade shows are a big waste of time.”

It is an investment (in time and money). You won't get much out of it if you don't put much in. It is much like going to a party and not participating. You leave that party thinking it was no fun. On the other hand, if you engage others: work the pre-show and post show contacts; and think creatively about your exhibit goals you might be surprised. That trade show might be just the puzzle piece that completes your business development initiative.

“Social Media is trivial and unimportant.”

The world of communication is changing very quickly. You want to be a part of the conversation. You cannot deny the opportunity to develop a community of followers. But this is a strategic opportunity. Think of this very real set of channels and the opportunities it might represent for your business.

“Our business is about building personal relationships”

Sometimes I’m afraid this statement is code for “We aren’t going to spend any money on marketing.” Again, it takes an open mind. Think about how relationships are formed. Could it be that an investment in advertising starts a dialogue? Could it be that a personal contact was made at a Trade Show that will lead to business?  Is it possible that a twitter stream about a local sports team reinforced some common ground that creates an opportunity to form a friendship?