Ah, planning season for food marketers is well under way (more on this next week!).
It’s that time of year when we get giddy about the possibilities on how we can change things up. It’s also the period in which we can lose our common sense because a new shiny object (I’m talking about you, MeerKat) simply fascinates us to the point of irrationality.
One of my biggest blunders was way back in 1989 when the web was still sort of a new idea. I hired a couple of ex-reporters to dig up info about competitors that we then distributed out to the sales team everyday. The plan was to have the smartest sales folks on the planet — thanks to a new platform at the time that broadcasted news in real time to each individual’s “screensaver” (remember those?).
Oddly enough, most sales people actually do their job which does not involve sitting around staring at their computer screens all day.
Oops. Cool concept (I really liked the idea of running a news operation). But a really bad idea. Worse yet, the technology nearly melted down the corporate network.
Yes, it’s time for all of us to pause before the latest shiny object gets the best of us (note to self: re-read this post several times today). Cool, fun stuff comes and goes like Donald Trump quotes.
As proof, I offer the Content Management Institute’s report of 75 Examples to Spark Your Content Marketing Creativity. Each example was considered “breakthrough” way back in the Fall of 2014. But the vast majority of the campaigns are now defunct having not lasted the test of time of less than a year.
This is not to criticize the report or the companies featured. It’s only a reminder about how hard it is to create a sustainable communications program today in a world of so many options.
As Mark Twain said… “You can’t depend on your eyes when your imagination is out of focus.”