So many times when we meet with a potential new client they come in with a sort of shrug and uncertainty about our profession. A story will unfold about how they had worked with this group or that agency and nothing ever came of it. Or, maybe they just handled their marketing themselves and based their strategy upon the enthusiasm of a media rep or two. They bemoan how much money was spent and how they got nothing from it.
We always ask, are you sure? Is it possible you received benefits but just weren’t able to measure them? That’s one possible scenario: that efforts were made, exposure was had, but the results were intangible. The other, more likely, scenario is that there was no strategic plan, no integrated marketing strategy tied to specific goals and objectives with a clear and realistic budget. Because when all those things are in place, marketing works.
It’s really that simple. You have to spend enough to be in all the places you need to be so that the people you’re trying to woo actually know who you are, and you need to have specific goals that allow you to measure the results.