Cannibalize Your Own Marketing Efforts
Written by PR Etc., Inc.
Published by Rockford Register Star
Monday, April 26, 2004

Near the end of each year, most companies begin planning and budgeting for the following year. No matter what the product or service, the process forces organizations to think “anew” in regard to developing strategic plans and marketing initiatives.

But, for many organizations, the same marketing efforts are applied year after year. Individuals and departments work within the boundaries, “if it ain’t broke, don’t fix it.” Why, after all, would an organization want to focus considerable efforts to adopt a new marketing or strategic agenda and possibly cannibalize their efforts which have worked so well in the past?

Because if you don’t, your competition will.

Now is the best time to review what your organization outlined for 2004 and decide if there are new ideas to explore and new avenues of growth or opportunities for the company.

Many companies remain skeptical of these new initiatives, afraid of risking the unknown. Obviously, it’s important to question anything new, but it’s also decisively deadly not to take some risks and cannibalize your current efforts to develop new ones. This can be done by bringing in an outside source, or developing a mid-year brainstorming session for members of the marketing and communications staff, to develop an entirely new plan of action.

Don’t fear the unknown; leave that to the competition.