We focus on the tool instead of the idea
Someone gives you $10 to buy groceries. Would you spend $9 on just one item?
As this tweet by Robert Scoble points out us, marketers usually forget to be mindful about aligning our spending with our objectives. With so many low-cost ways to advertise at our disposal on this day and age we still opt for the easiest and most conventional. These tools, by default, follow rules and policies of yesteryear; and because of it, eat up our budgets and time.
For the monthly price this company pays to advertise on this billboard, wouldn't you agree it makes more sense to:
- Have an employee working at least part-time connecting on a one-on-one basis with customers through Facebook and Twitter?
- Send a promotional item to 100 of our best customers thanking them for your business, therefore refreshing brand awareness?
- Or simply saving the money to invest later while brainstorming on new out-of-the-box ideas?
What other things can you think of doing with this budget?
Me? I just prefer the idea of buying 10 items of $1 each when grocery shopping.
