Why Einstein Makes A Great CMO

"We can't solve problems by using the same kind of thinking we used when we created them."

“Insanity: doing the same thing over and over again and expecting different results.”

"Imagination is more important than knowledge."

"Anyone who has never made a mistake has never tried anything new."

---

Good old Albert. Maybe the world's first marketer.

Let's fast forward to today. Facing ongoing and perhaps increasing uncertainty in regards to the economy - many businesses are trying to do more for less - including but not limited to hiring freezes, heightened hiring scrutiny, slower hiring processes, marketing and advertising slowdowns, and so forth. For the record, I acknowledge I just pointed out the obvious...

What is also obvious - yet seemingly and simultaneously a HUGE disconnect - is that many businesses are not acknowledging two critical truths:

1. The economy is not getting better anytime soon. Sorry. Thus, the notion of "riding out the storm" is essentially a capitulation with no true end or reversal in sight, and whose intrinsic passivity could actually make matters worse.
   
   
2. Amidst the seemingly flawed process of "riding out the storm" - brands who continue to market, sell and/or fundraise using the same strategies, tactics, resources, and balances (of the aforementioned) will face even MORE problems, as many of these approaches are now too expensive, ineffective, or simply irrelevant.

Now what?

There's a movie quote that goes "Do the thing you're afraid of. Find the courage later." Translation: Embrace change. Embrace innovation. Embrace collaboration. Do things differently. Do something.

Ask yourself the following questions:

• Are your brand stories and communications appropriate for this challenging time?
• Are your sales, marketing and/or fundraising strategies applicable to this challenging time?
• Are all of your core online front doors (web sites, microsites, blogs, etc.) optimized?
• Are you maximizing social media and PR - much of which can be utilized for free?
• Are you working with other local businesses with complimentary resources?
• Are you working with other local NONPROFITS with complimentary resources?

SOLUTIONS:

1. Consider consulting sessions with brand marketing and digital/online marketing experts to audit your messaging and overall strategies.
2. Consider affordable, innovative, experiential strategies and tactics you haven't tried before - especially online and event-driven programs.
3. Consider spending reasonable dollars on Search Engine Optimization and Search Engine Marketing.
4. Consider updating AND expanding your Social Media Footprints on Facebook, Twitter, LinkedIn, MeetUp, etc.
5. Consider local, affordable event marketing partnerships.
6. Consider local, affordable CAUSE marketing partnerships (internal and external).
7. HIRE people who can help lead and oversee these crucial needs!!!

Even in this indefinite economic maelstrom, businesses must spend money to make money. If businesses and organizations do nothing - let alone something new - they are likely only delaying an "already happening" slowdown, and they are surrendering to the inevitable activity of their competition.

If businesses spend on/employ the same strategies and practices as they have in the past, they will at BEST realize scaled-back results. It's time for a new relativity. Start now, and be your industry's/community's next Einstein.

Marc Portugal