Business Beware: The Truth About the Bright and Shiny

Bright. Shiny. New. Kind of addictive, right? And if you’re in the marketing game — heck, even if you just own a TV — you know exactly what shiny things do best: they sell.

But unfortunately, the latest and greatest isn’t necessarily what works, especially when it comes to the future of your business. Sometimes the shine wears off, and you’re left with something that could tarnish your reputation.

And there’s nothing bright and shiny about that!

Learn From the Pros…Their Mistakes That Is

So what exactly can you do to make sure your business doesn’t fall into that bright and shiny trap? Learn from the pros!

There have been a number of instances over the years where companies have ignored their instincts and have decided to hop on a trendy bandwagon. New products, new names, even new, hip employees to take hold of the marketing reins — a lot of big company names have done it, and a lot of big company names have failed.

Take for instance one of the biggest head scratchers in marketing history: New Coke.

The story? Coke was getting a little antsy that Pepsi was doing so well on the market that it changed its formula. Now here’s the kicker: New Coke beat old Coke and even Pepsi in a blind taste test. Smooth sailing from there, right? Wrong! Coke consumers got pretty bent out of shape because the product they were used to and had grown to love had been tampered with.

Never underestimate the value you offer your customers. Their emotional response to your marketing endeavors is directly related to your bottom line.

Go With Your Gut

The best and brightest thing going for your business isn’t a spanking new marketing tactic, gutsy product release, or charismatic protégé. It’s you, plain and simple.

You, your gut, your ability to sniff out what’s working for your business and what’s not — all of that is your best defense from falling for marketing tricks that look too good to be true.

There’s a whole slew of ways to avoid marketing pitfalls and stay true to the company your customers have fallen in love with. But ultimately, you’ve got to make the choice to stick to your convictions and values and close your eyes when the next big thing shines a bit too bright.

In summary: Listen to your customers and listen to yourself.

Works Cited

“15 Cautionary Tales: Failed Marketing Campaigns.” Foster School of Business. University of Washington. August 8, 2011. Web. July 23, 2013.

Neil Patel. “20 Bonehead Marketing Mistakes You Must Avoid.” KISSmetrics. Kissmetrics. July 17, 2012. Web. July 23, 2013.

Have you ever been tempted by the “bright and shiny”? We’d love to read your story in a comment below!