If you own a television you are likely familiar with the phrase “set it and forget it.” The catchy slogan was popularized by the legendary pitchman and inventor Ron Popeil and was used to sell the Ronco Rotisserie oven. Popeil is one of the most savvy salespeople you will ever encounter. He is a master of creating and selling products on television infomercials.
Now will all credit given to the genius of the phrase “set it and forget it” as it pertains to cooking a turkey, if this phrase could be used to describe the approach your business takes to marketing, you’re in real trouble. The magic of modern media is that it is always in motion. Are you doing what it takes to keep pace? If you think you can get away with setting it on autopilot, rest assured the only thing that will quickly be forgotten is you.
Unfortunately, the problem of “set it and forget it” marketing is pretty easy to spot. It can be seen in the in the SEM campaign that runs the same ads month after month without looking at the data or trying to improve conversions. The website that is updated once a decade, with no news, no blog, and no indication that the business is actually in business. The facebook page with no updates in the last 6 months. The business twitter feed that simply auto shares news from 3 tech gossip websites all day without ever actually expressing an original thought or heaven forbid, engaging in an occasional conversation. These are merely a few examples of set it and forget it marketing.
Today, you have to show up. You have to pay attention. You have to try and maybe even fail, but then quickly dust off, get up, and try again. You can’t simply come up with an idea and then set it and forget it. You have to pay attention. You have to deliver on the promise of the brand at every opportunity.
Rather than have your marketing described by Popeil’s “set it and forget it” catch phrase, strive for another of his famous quotes… “But wait… there’s more!” Never stop creating the future.
Hat tip to Ron Popeil, master marketer, spectacular salesperson, creative genius, and constant innovator.
