Growing up my parents had a list of “four letter” words that I wasn’t allowed to say.
Having been in marketing for 30 years, I (and my colleagues) have used those words liberally. Still, I feel like the parent now, and there are some words and phrases that I don’t want to hear. Let’s call them the “four-letter words of marketing.”
Here are some of my least favorite:
There’s another word that belongs on this list, but I won’t put it here because, when used correctly, it’s extremely important. That word is:
Too often the word “innovation” is used in relation to something ordinary that has been put into a new wrapper or expressed in a different way. As agencies, if we aren’t offering our clients true “innovation” or ideas that will build their businesses, we’re in big trouble.
The 2015 New Year Outlook Report, compiled by RSW/US (a full service outsourced business development group based in Cincinnati) states that one of the most frequently mentioned “troubling trends” cited by marketers about agencies is “lack of innovation.”
As technology advances and the lens through which we view the marketing landscape continuously changes, it’s our job to be at the forefront of that change so we can convey new ideas to our clients.
I want to share some examples of true innovation that Princeton Partners has recently implemented with two of its clients:
One is the Office of the Insurance Fraud Prosecutor of the State of New Jersey. With our guidance, they took the plunge into the world of social media. That’s a big step for a state agency; even more so for the Attorney General’s office. One might even call it an innovation. Read about it here.
The second is for the Newark Downtown District business development association. They put out an RFP for a new website that would foster a vibrant culture in the core of New Jersey’s largest city. What we proposed was not just a new site, but a whole new approach to conventional website design and structure. It excited them so much that in the meeting before we were awarded the business, we were told that we were their first choice. I don’t think I’ve ever heard that in an RFP process before the decision was made. See why they said this.
Both of these projects relied on a ground-breaking platform (and our Partner) called Gravitater. Take a look. It’s a powerful tool that will help agencies harness the power of social media.
I’d love to hear about innovative solutions you’ve developed for your clients.
Also, I’d love to know if there are other words or phrases that would you add to the four-letter word list. Just make sure “innovation” isn’t one of them. It deserves better than that. And so do our clients.
February 17, 2015
Written by Jeff Chesebro
This message is only visible to admins.
Problem displaying Facebook posts.
Click to show error
In this week's Marketing Insight, Director of Brand Innovation, Manish Patel, sheds light on what up-and-coming job… https://t.co/L5Ai5ecJws
March 8 - 6:53 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan discusses behavior change through the lens of Social Accountabil… https://t.co/HlOOBLiGdW
February 1 - 6:59 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan shares a ten-minute talk about his unique approach to developing… https://t.co/7yaFXSnx8Z
January 10 - 4:41 pm - View on Twitter
There's still time to "gift" back this holiday! Check out our top 10 cause-based picks for the undecided shopper. https://t.co/HpVeLNHuGn
December 18 - 4:20 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan puts a spotlight on five successful, inspiring companies whose c… https://t.co/ZEWZw42Okq
December 13 - 7:32 pm - View on Twitter
In this week’s Marketing Insight, CEO Tom Sullivan shares some personal reflections on how to respond to today’s of… https://t.co/43WRKaYkI5
December 6 - 6:06 pm - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, discusses the impact of digital gamin… https://t.co/fYfSgLRRCk
November 29 - 5:09 pm - View on Twitter
At PPI, we love all things spooky. Check out our Halloween Video for a creepy treat! https://t.co/tKQHPyuvpm
October 31 - 2:33 pm - View on Twitter
In this week’s Marketing Insight, Director of Brand Innovation, Manish Patel, shares a personal anecdote that sheds… https://t.co/xc9uCVFHFK
October 11 - 6:50 pm - View on Twitter
CEO Tom Sullivan discusses several approaches for developing an informed, data-driven content strategy to boost the… https://t.co/0Nbz61DCd9
September 27 - 5:15 pm - View on Twitter
In this week's Marketing Insight, CEO Tom Sullivan continues to explore what we can learn from FAANG's Walled Garde… https://t.co/JeUvsfcDSb
September 19 - 4:30 pm - View on Twitter
In this week's Marketing Insights, CEO Tom Sullivan discusses the Walled Garden approach that FAANG companies, and… https://t.co/vRDzMWoAs9
September 12 - 3:26 pm - View on Twitter
In this week's Marketing Insights, Associate Creative Director, Tim Burr, discusses how a focused approach to marke… https://t.co/5loRgrFdUS
September 5 - 4:44 pm - View on Twitter
Check out our last installment of our Voice "mini-camp" series where VP of Marketing and Media Strategy, Chris Sull… https://t.co/6yxEmeYu9G
August 30 - 3:13 pm - View on Twitter
In our third Voice Marketing Insight, VP of Marketing & Media Strategy, Chris Sullivan, explores how marketers can… https://t.co/vjHPQEcWbe
August 16 - 3:50 pm - View on Twitter
VP of Marketing & Media Strategy, Chris Sullivan, discusses the importance of persona development and Audio Identit… https://t.co/fYSbIZGLED
August 7 - 4:41 pm - View on Twitter
In the first Insight of a "mini-camp" series on voice marketing, VP of Marketing & Media Strategy, Chris Sullivan,… https://t.co/tFgqjVh11C
July 31 - 7:05 pm - View on Twitter
CEO Tom Sullivan explores the recent succession of CEOs in the Fiat Chrysler Automotive and Ferrari families, and h… https://t.co/yIoeSKdhov
July 24 - 3:05 pm - View on Twitter
Check out my latest #podcast https://t.co/eFFLCk7uYn on #Podbean
July 23 - 9:02 pm - View on Twitter
Check out my latest #podcast https://t.co/D9dl82LjkP on #Podbean
July 23 - 8:52 pm - View on Twitter