3 simple strategies Research has shown that around the world, marketing expenditure increases in tougher economic environments. The opposite is the case in Australia. While the Australian approach is often short sighted, there are ways of reducing marketing costs, or at least minimising them that make sense, particularly in Australia. Three ways of reducing marketing […]

3 simple strategies Research has shown that around the world, marketing expenditure increases in tougher economic environments. The opposite is the case in Australia. While the Australian approach is often short sighted, there are ways of reducing marketing costs, or at least minimising them that make sense, particularly in Australia. Three ways of reducing marketing costs, all too often ignored in Australia relate to: Customers Quality Differentiation If I had a dollar for every business person who has suggested that the best business is repeat business and or referral business, I would be a wealthy man today. This is said so often that it is now platitudinous. There is no doubt that building a business on the back of referral and repeat business is a key to minimising marketing costs. I would argue that it is the best way of minimising marketing costs, and given that few businesses are good…