reduce marketing costs without reducing returns

1/20 – Aim to own a small market A smaller market costs less to address and is easier to own. Owning a market will reduce marketing costs and provide a springboard for future growth. Find a market you can afford to dominate.   2/20 – Complete a marketing audit three months before annual planning and […]

1/20 – Aim to own a small market A smaller market costs less to address and is easier to own. Owning a market will reduce marketing costs and provide a springboard for future growth. Find a market you can afford to dominate.   2/20 – Complete a marketing audit three months before annual planning and budgeting There are few more effective tools for identifying waste and opportunities than implementing an independent and comprehensive marketing audit every year. The ROI can be huge.   3/20 – Stop trying to be more and start being different There is an inverse relationship between product differentiation and marketing costs.  Differentiation on factors of importance to your target market will reduce marketing costs.   4/20 – Do less and do it better Quality always trumps quantity. Use less channels and less messages. Market to a smaller audience and do it better than you have ever…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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