have the courage to zig when others zag No-one in business wants to spend any more than is absolutely necessary on marketing. At the same time, everyone in business wants to maximise sales and, ultimately, profitability. Sometimes, these objectives appear to conflict with the aim of reducing marketing and advertising expenditure. They may even be […]

have the courage to zig when others zag No-one in business wants to spend any more than is absolutely necessary on marketing. At the same time, everyone in business wants to maximise sales and, ultimately, profitability. Sometimes, these objectives appear to conflict with the aim of reducing marketing and advertising expenditure. They may even be seen as a sure way of reducing sales.This is the fourth in a series of 5 thoughts examining this perceived conflict and outlining action that can be taken to reduce marketing and advertising expenditure without impacting sales.Behavioural economist, Dan Ariely undertook a study in which two groups of supermarket patrons were presented with a new display. As group one entered the store, they walked past the display with no-one looking at it. When group two entered the store they saw 6 people standing and looking at the display. Significantly more members of the second group…