3 Reasons to Avoid the Latest Marketing Fad

by Dec 4, 2021Operations

No Fads. Just Tools.

3 Reasons to Avoid the Latest Marketing Fad

by | Dec 4, 2021

Fads are fun, but they wreck and confuse your marketing plan. As a B2B marketer, you probably don’t want to take a stick of dynamite to your marketing plan and see what happens because “it’s the latest thing.” Think QR codes, TikTok, and flash mobs.

Need an excuse to reject the latest fad? Let’s take social media as an example. You know it’s a fad when…

1. Nobody Knows What the New Fad Does

Videos are good for some things. Short videos are good for others. Each new medium offers a format. But do we know what this new format is best for? Both of the following need to be true:

  • The new format can show your product or service especially well.
  • Your audience is using it.

If both of the above aren’t true, avoid this fad.

2. The Hot, New Thing Has No Track Record

It’s new and lacks historical data and any track record of past success you can use to understand what it might do for you. How will you measure success? What do you expect it to do for you? Do you have a good reason to think it will help you? Extra points if it contributes to an already-stated marketing goal.

If it doesn’t clearly support an existing, measurable marketing objective, walk away.

3. It’s So Hot Right Now

The key is “right now.” The absolute last thing a B2B marketer should be doing is what “all the kids are doing.” Everyone’s excited about it to the point they’re saying they need to do it without really knowing what it will do for them.

Are all the kids using it? Cool. Let them use it, and we’ll be back in a year or two when we figure out what it’s best for and what everyone else is using it for.

Let Others Experiment

Marketing isn’t that complicated. This means you need to understand what you’re spending your time and money on.

If someone wants you to use some new social platform or some other marketing tactic, make them explain it to you. If they can’t explain it simply, as Einstein said, you have to assume they don’t understand it. And if they can’t tell you what it does, how it’s worked in the past (for your type of message and for your audience), do what Nancy Reagan told us to do in the ’80s: just say no.

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

Why Your Brand’s Location Still Matters

More than ever, everyone works, meets, and shops online.  It’s no surprise that companies which previously insisted on a brick and mortar location for their workers are now almost completely remote.  But regardless of that steadily encroaching fact, your brand’s...

How to Revive Your Company’s Strategy Culture

Most companies start with goals and a dream of success. But over time, and for multiple reasons, we end up losing our grip on strategy. Let’s talk about how to get back on the path of success by reviving your culture of strategy. Keeping to a strategy takes nerve. It...

Ins and Outs of Branding Your Organization

Here’s a riddle…although if you’ve been reading or listening recently, it’s more of a review question.  What do slick, wildly successful brands like Salesforce, Nike, and Apple have in common with England’s historic royal families? Aside from hype, hefty name...

Product Branding Versus Organization Branding

Which came first? The product or the organization?  While in many cases, the product stands tall—the splash it made, the awareness it sparked, and the customer loyalty it built. But even in those instances, you can make a good case for the organization. If we extend...

Omissions in Your Writing Process that Cripple Your Leadership

Thought leadership motivates your readers to see you as an expert. It can even give you monopoly power in your area of expertise. But building that leadership through great copy requires a process; a good one at that. Finding good writers is hard enough, but a process...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.