Most business owners mistake marketing as an expense or a cost of doing business. WRONG!!! Marketing is actually an investment in your brand/business/company. The trick is to learn marketing or have a professional do it for you. Marketing is all about ROI (return on investment), don't you want to know what you get for the money you give to magazines, papers, direct mail, SEO, banner ads,... ???? Well you should!
Your return on the dollars spent is what we are taking about. You ever go into a Starbucks , pay for a drink and walk out w/o your cup? Or you ever go to Macys pay for a dress and walk out empty handed? No way right!! Well that's the same as not considering the returns on your investment otherwise put the revenue you make from the advertising or any marketing you pay for. So what's a business owner to do you ask? Well two ways to tackle this issue:
1) Hire a marketing company and let them handle all your work - And YES, they will charge you money, yet that's money well spent since these guys are professionals (Just make sure they are Corporations and have MBAs working there, and ALWAYS check their references)
2) This is the do it yourselfers. Ask the sales people selling you any form of marketing (advertising, promotions, trade shows,...) for "business in the same industry as yours or comparable business and get their ROI. Then call a few of the people currently advertising in their publications (online or offline) and see if they are satisfied.
Try to bundle your purchase or get a package deal for a longer contract. If your sales person can't provide this information RUN!!!!!!!!!!!!!!!! and forget about them. I specially love it when the sales people say "advertising works over a period of time, you have to advertise frequently" that's just sales Hype! With so much modern technology at our disposal you should be able to see a return with your 1st and 2nd spot.
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