Thursday, April 17, 2008

Marketing Success in a Down Economy #1 - Don’t Follow The Herd

Fitting in with others is part of our DNA. What clothing we wear, the homes we live in, things we do and just about everything else about ourselves are influenced by our family, friends, associates, and everyone else in the small part of the world we live in -- we are a herding species.

This influence also effects choices we make in business and in marketing our businesses. It is the origin of the infamous marketing statement, "If they are doing that then maybe we should be doing it to."

In the 1898 there were 40,000 people in Klondike, Alaska attempting to scratch wealth from a few miles of creek water. 40,000! Too bad that all of the richest sites had been claimed four years earlier. Yet so much of our herd flocked into the northern wilderness to crouch elbow to elbow all the time believing, "We're all doing the same thing but I can do it better!" Instead of striking out across the vast expanse of Alaska in search of different creeks holding new wealth, everyone piled into one small area.

Is that what you are doing with your marketing?

In a down economy (or any economy for that matter) don't follow the herd! In a down economy it is so important that now more than ever you stand out from the crowd. All of the next several tips I offer in subsequent posts are all about standing out.

Remember this, See the herd -- avoid the herd.

(Return to Marketing Success in a Down Economy index)