Is smart marketing more or less expensive than ‘common marketing’? A restaurant owner here in the Bay Area told us that he spent $60,000 on advertising and promotions in the nine months since he opened for business. With lack of finances now forcing him to cut nearly all of his advertising - yellow pages, coupon books, newspapers and online - he now had little marketing outreach when he needed new customers more than ever. In a slow economy, it's an
You’re in good company if guilty of any of these (fairly common) mistakes, but I know you want to be in better company!
1. Mediocre measurement. The costliest mistake is always the failure to properly measure your current programs and tactics. It’s the costliest because you’re already making the investment but don’t fully know your ROI. Measurement will make every future communication decision a no-brainer.