Making Change.

Today's Marketing Cookie is about making change for the better.

In life, change is inevitable. In marketing, change is required. Even the greatest breakthrough campaigns will eventually become stale; growing sales will begin to shrink, and at that time, bringing a fresh change is the only way to keep things the same. When a change in the creative is for the better, the campaign will run on all cylinders, the prospects will respond positively, and the lead generation numbers will meet or exceed the goals.

When the new creative stinks, plays it too safe, isn't different or new enough, or the tactics have failed, this results in a change for the worse. In some extreme cases, a change for the worse can work in your favor, but only if it is so horribly bad that it makes people talk about how bad it is.

For example, when Coke changed their recipe, or when The Gap changed their logo, people hated these changes so much that it made the evening news. If you believe there's no such thing as bad PR, then it probably worked out in their favor because their brand was top of mind for a while. Then, their next "big change" was to return things back to the way they were; they looked like heroes, people drank more "Classic Coke", they shopped at The Gap again, and sales spiked.

As today's fortune says, "You will make change for the better," and it is glorious when it works! However, it would be prudent to remember, with every success you enjoy in the marketplace, you are eating someone else's lunch. So, when you've taken a big risk as a marketer, and when you're enjoying a big victory, don't jump up too high in celebration because your competitors are likely to move the ground under your feet while you're flying. When you come back down to earth from your gloating, it may be time again for another big change.