Innovation in Marketing and Sales: Old Rules, New Tricks

Innovation is defined as something new or different. Innovation in sales and marketing can be challenging. Nothing will ever replace the value of a hand shake. While this old adage remains true, you can use innovation to leverage your efforts and yield better results. Below is a case study of one local organization that used innovation to improve their marketing and sales efforts.

Case Study: DrivingMBA   

DrivingMBA is a Phoenix-based driving school focusing on high-quality experiential learning. Recently, they determined they wanted use more innovation in their marketing and sales. They reviewed the marketing tools available to them and determined social media could be a valuable tool to increase exposure and improve sales. Along with some professional help, they enlisted their staff to create and execute a social media strategy.

During one strategy session, they discussed how they could be more creative with their content. The marketing team and instructors offered great ideas including tips and contests. The truly innovative idea came from an office assistant. She brought up a challenge that she regularly faces:   when registering a student for training, she had to repeatedely answer questions from parents regarding what the student needed to bring to class. The assistant's suggestion was to create an instructional video addressing the requirements and place it on Facebook. Parents then had the flexibility to watch the video with their student at their leisure.

After creating the video with a simple flip camera, DrivingMBA created and posted the video and has already experienced positive results.  

This case study resulted in three innovative lessons being learned:

• Team: Involve your entire team on discussions of marketing and sales. It can yield very creative results.
• Audience: Many businesses focus on talking to sales leads. Use innovative ideas to connect with current clients and community. Your target audience will see you building relationships and providing value. New technologies make it easier than ever for you to communicate with your clients in a public arena. 
• Cost: Innovation in marketing and sales does not have to cost an arm and a leg. Improved technologies mean there are a lot of great tools available without huge investments.

Some rules never change. Marketing and sales for any business is about building relationship with people and communicating value. As this case study illustrates, innovation in marketing and sales means finding new creative ways to follow the same rules.

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Three Dog Marketing
www.threedogmarketing.com

This story, written by Kristin Slice, MA, marketing and certified social media strategist for Three Dog Marketing, is part of the Chamber's monthly Business Driver email newsletter. To sign up for any or all of the Chamber's email communications, click here.