It may not be the official Merriam-Webster definition but I’m sure we’ve all heard that insanity is “doing the same thing repeatedly and expecting a different result”. Shrinking promotional budgets have caused some companies to cut their promotional purchases all together. They just haven’t seen the return on the investment. Perhaps they are expecting a different result from using the same old product. A well thought out campaign and a unique product just may be what the doctor ordered. The goal should not be to just brand a product, but to generate real measurable results. Getting the product in front of the intended audience and keeping it there is key.
Four Factors of a Successful Promotion
Now the fun part. When you find the appropriate product combined with an effective message and deliver it to a qualified recipient at the right time, you’ll increase your success rate. As the 90’s fitness guru Susan Powter used to say, “Stop the insanity”, and I might add “Effectively Remain to be Seen”.