Never Underestimate the Power of Marketing
By Marty
Shindler
We spend far too much on marketing," a CEO told me as
we performed the business card swapping ritual at a Los Angeles networking
event.
"In fact, as we review potential cutbacks in the operation,
I am seriously considering a sharp reduction in the entire marketing budget,"
she continued, "We just cannot afford it right now, not in this environment."
"Is it really too much marketing," I asked, "or just
not the right marketing?"
We never did get to finish the conversation, but it
got me to thinking about the number of companies which are cutting back
these days, often to appease Wall Street.
One knee-jerk reaction to tough times at many companies
is to cut the marketing budget. A more proactive approach would be to
take a hard look at how marketing funds are spent and the cost-effectiveness
of those expenditures.
Do not underestimate the power of marketing. If your
company is losing market share and facing decreased revenues, the appropriate
response may very well be to increase marketing, to make sure your company's
message is getting out correctly. This can be particularly effective when
competitors are cutting their marketing budgets. Increasing the amount
spent, particularly on advertising, could enable you to pick up new customers
at the competitors' expense.
Even if some cutbacks are inevitable, they should be
prioritized with an eye to the big picture. That's where assessing the
effectiveness of your efforts is important. Re-allocating the same budget
total across a new set of priorities can often have very positive results.
Consider the following marketing components:
Advertising. Are you spending enough? Do you have an
appropriate mix of print, TV, radio, and online media? Are you buying
full-page, four-color ads when a half-page black-and-white would be as
effective at a fraction of the cost? Conversely, if you can show (through
careful testing) that color ads draw in enough additional business to
cover the expense, stick with (or move to) color.
Is your advertising targeting the right customers? While
marketers often sense this intuitively, can it be objectively verified?
The 2000 U.S. census has called attention to sweeping changes in the demographics
of many regions, and similar changes are undoubtedly occurring in other
parts of the world as well. In the words of one pundit, "we are not who
we used to be."
Most publications that solicit advertising provide updates
on their demographics. It is essential to review these guides annually.
Marketing must be directed to the right audience, and quality, not quantity,
should be the guiding principle. You may very well need to create different
campaigns to appeal to different market segments.
It is also important to test your marketing. Is it truly
effective? Is the copy tired and out of date? Could it use a fresh look
by someone other than the person or organization that created it? Is the
artwork current? Pre-launch testing of your next campaign may be money
well spent.
Direct mail. Direct mail has always been a relatively
inexpensive marketing approach, and now e-mail makes it even cheaper,
although remember that the effectiveness of e-mail remains substantially
lower than traditional hard-copy mail. Also many people's reaction to
e-mail that they perceive as "spam" is much more negative than their reaction
to hard-copy "junk mail."
Public relations. Frequently neglected in the marketing
mix is public relations. The distinction between PR and advertising is
that PR is free. Press releases about new strategic alliances, major sales,
executive appointments, and other company news are welcomed by many publications,
and provide an easy way to inform the public about the organization.
Properly done, your own pre-packaged editorial content,
such as interviews with executives, may be published in toto by trade
journals looking for content, and can promote your company in ways that
advertising cannot touch.
Trade shows. A presence at key trade shows can have
immense marketing benefits, whether you put up a big booth or simply get
key staffers out on the floor. Mingling with your clients and suppliers
in a relaxed atmosphere can provide significant (if somewhat intangible)
benefits. And your competitors will probably be there; keeping up with
them is vital to shaping your marketing effort.
Collateral materials. These include brochures and other
hard copy pieces as well as your online presence. As with your advertising,
it is important that they be fresh, tasteful, and appropriate to the audience.
The written word can go a long way.
Marketing is vital to all organizations. There is no
such thing as too much of the right marketing.
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