Management Tip of the Day: Think Before Adopting the Latest Marketing Fad

Are you having trouble viewing this email? If so, click here to see it in a web browser. HOME   |   TIPS   |   BLOGS   |   THE MAGAZINE   |   BOOKS   |   STORE RSS   |   Mobile MARCH 5, 2013 Think Before Adopting the Latest Marketing Fad Before you buy into a new, shiny marketing tool or technique, first make sure it's right for your company. Often your existing ideas, product lines, and channels have more value than you think. Ask yourself these three counterintuitive questions: Should I do the opposite of what everyone else is doing? For example, if your competitor is blasting out e-newsletters to their entire database, consider sending simple, personalized notes to your most loyal clients. What abandoned technique can I bring back? Sometimes, marketing strategies are dropped for good reason, but other times the reasoning is not that clear. Think about whether there's an old technique that could still be useful. Can I resurrect a product for an untapped market? Don't just market to the masses. Sometimes a small, high-end market is willing to pay for a difference in quality (think vinyl records, which were considered dead not long ago). Today's Management Tip was adapted from "Marketers, Go Back to Basics" by Dorie Clark. Read the full post and join the discussion » Share Today's Tip: FEATURED PRODUCT Sidetracked: Why Our Decisions Get Derailed, and How We Can Stick to the Plan Ebook Now Available Keep getting in your own way? Learn what stops you from reaching your goals and how to change this disruptive behavior. Psychologist and Harvard Business School professor Francesca Gino helps you better understand the nuances of your decisions and how they get derailed – so you have more control over keeping them on track. ADVERTISEMENT Follow the Tip: PREVIOUS TIPS Encourage Employees to Want to Stay Use Questions to Build Your Case Win Over Your New Boss Master a New Skill Learn To Be Charismatic Write Your First Draft Fast Balance Creative Free Time with Structure Managers: It's OK to Keep Your Door Closed When Delegating, Let Go of the How Persuasion Doesn't Require Manipulation All Previous Tips BEST SELLERS HBR's 10 Must Reads: The Essentials HBR's 10 Must Reads Boxed Set HBR Guide to Persuasive Presentations HBR Guide to Better Business Writing HBR Guide to Getting the Right Work Done Introducing Mobile ManageMentor Powered by the proven content of Harvard ManageMentor™ iTunes >> Android >> UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "Management Tip of the Day" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. OPT OUT If you do not wish to receive any email messages from Harvard Business Review, click here. ADVERTISE WITH HBR This enewsletter is read by thousands of decision makers every day. Learn more about connecting your brand with this audience. Copyright © 2013 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)