I was on the phone with a potential vendor the other day who was eagerly demonstrating a new referral marketing tool. While I was impressed with the technology and potential the online program offers – I am generally cautious when it comes to adding new tools to the toolkit. Why? Because everybody is an expert – right?! I’ve been in this business long enough to remember hand drawn storyboards, bluelines, typesetting, courier services and all the other pre-computer day methods. Now I wouldn’t want to go back. I love the instantaneous aspect of email and blogging, Twitter, Facebook, LinkedIn, online press releases, etc… The key to successfully leveraging these marketing tools and methods is knowing what you’re doing. Sounds obvious, but maybe not. Good is not necessarily good enough. I’m in the aesthetics business, but don’t expect to see me wielding a laser anytime soon.
You know what they say about a person representing themselves in a court of law. Food for thought.