By: Alex Fernandez
Internet Marketing Strategist
We’ve all probably heard the phrase “If it ain’t broke, don’t fix it” at least once or twice. It was popularized by a Mr. Bert Lance, Director of the Office of Management and Budget for the Carter administration of the ‘70s.
Just because it isn’t broke doesn’t mean it should remain the same, however.
Anything can be optimized, or made better. Just because something is working well, it doesn’t need to be left alone. This applies to marketing communications just as it does to a nation’s finances, or even simple consumer products.
Take the fan, for example, which Dyson now makes sans-blades called “Air Multipliers” in order to remove an unpleasant effect they call “buffeting”. Most people probably weren’t aware that their fans were “unpleasant” until Dyson optimized the design. Miller Genuine Draft has even optimized their beer can to provide a smoother pour, calling it the “Push Top Can.” Both products weren’t broken, but the brands optimized them to create new marketing opportunities.
It would seem that today’s trend is following the maxim, “If it ain’t broke… OPTIMIZE it!” In some ways, the constant churning of new ideas can come across as cheesy or gimmicky. However, this marketer would much prefer the risk of being gimmicky, over the risk of complacency. While there have been instances of backfire (such as “New Coke”), for the most part, a competitive market demands innovation.
Optimization by PTE
This actually ties in with what PTE does for our clients, right here in Fort Myers, Florida (and beyond). As a marketing communications firm, we are constantly optimizing our communications efforts. In my day-to-day goings-on, I’m constantly optimizing clients’ websites and content strategies. Just last month, we had a client praising us for a high return on the previous month. When awesome things like that happens, it doesn’t mean, “Good enough, you can stop now”… It means “keep pushing the boundaries, because you’re onto something!”
Optimization is what “Pushing the Envelope” stands for in a lot of ways. It involves going beyond doing “what works” and finding new, creative ways to accomplish our clients goals. Optimization also creates the best possible experience for the customer, by providing them with additional value or utility.
How can we “push the envelope” or optimize for you?