A few years ago, Jay Levinson published a book, “Guerilla Marketing.” It was a great name because it expresses the idea of marketing on limited resources.
Marketing is very different if you are a Proctor and Gamble with billion dollar marketing budgets and household name products.
For the rest of us, effective marketing is about how to get enough new business to survive or expand – without going broke doing so.
It is about being smart and it is about ROI – Return on Investment.
Fortune 500 companies will spend tens of millions of dollars on a marketing campaign, not to bring in business but simply to ward off competition.
Most of us can’t afford that luxury.
And yet, we do have to market. Unless you are getting all the business you want and need through repeat customers, word-of-mouth and referral, you have to market.
For most of us, the question is not “To Market or Not To Market.” It is how to market effectively.
Your available marketing budget is always a factor in answering that question.