When you work in marketing that whole money thing is often the elephant in the room.
Before we had online marketing and analytics tools, it was difficult to accurately measure the return on investment (ROI) gained from spending money on a marketing activity.
Even now, marketeers often don’t have the time (or the wherewithal) to gather the measurements needed to justify costs. And, without a measurable ROI, marketing is seen as an expensive drain on resources. A marketing team or budget are often the first to be hacked away in tough times.
To me, culling projects in an attempt to reduce the cost of marketing seems like a bum move.
We all have cute ideas. The ones that pop into your head while you are driving your car, or cleaning your shower. You get this cool little idea, something funny, clever or quirky. It might be a business thing, or a personal thing. You know it would help promote your business, or make your family laugh.
Sometimes we get carried away by just how clever our cute idea is.
Back in the late 90s when I was cutting my teeth as a young marketing executive, I spent my time grappling with marketing jargon, trying to get to grips with what it meant. ‘Customer-centric’ was THE latest buzzword at the time (others were ‘website’, ‘email marketing’ and ‘chardonnay’. Odd how time flies isn’t it?).
Magazines such as Marketing Week were packed with ideas and examples of how to make the customer central to the approach you take in marketing your business.
When you say it like that, putting the customer’s needs and wishes at the heart of your business strategy seems obvious. But, lots of small business owners find it tricky.
Three years ago we decided to extend our house.
This decision was not taken lightly. I for one, cannot stand chaos, and I dislike any sort of disruption to my usual routine. But, we had an urgent need to turn a series of small rooms into one bigger room, to cut down on the continual shouting of ‘MUM!’ from one room to another, more than anything else.
The word ‘campaign’ is enough to strike fear into the heart of the small business marketing manager.
It sounds BIG, with a high expectation factor. It (literally) sounds like a war to be won. It sounds like something Boots or Marks & Spencer do. “Eek!”, thinks the marketing manager, our business is TOO small for a campaign. We don’t have enough to say, we don’t have a PR firm, we don’t have any ‘news’. How can we make the kind of splash that is expected from a proper campaign?