Most business people fall into three categories when it comes to marketing expectations. This is usually based on early personal experience.
One group believes that marketing communications can save the company, like a magic wand. The people in this group have personally witnessed the power of marketing communications to drive sales up.
One group is largely neutral.. Marketing communications may or may not work well, depending on the competitive circumstances, the target market, and the budget available.
And one group believes that marketing communications is a creative circus and a total waste of money. Those in this group have seen sales go down when advertising expenditures went up.
The reality is that they are all correct. Studies of advertising results show a classic bell curve. A small group of the best advertisers outsell the worst by 600 percent, a small group of the worst advertisers drive sales down 50 percent, and the majority of advertisers don't move the needle much at all. So all the options are possible.
Why advertise at all then? Unfortunately, if you stop communicating with your target market, your sales eventually will go down (unless your communications and product are awful). Your challenge is to find a way to communicate with your market effectively and achieve the highest return on your marketing communications investment.
One group believes that marketing communications can save the company, like a magic wand. The people in this group have personally witnessed the power of marketing communications to drive sales up.
One group is largely neutral.. Marketing communications may or may not work well, depending on the competitive circumstances, the target market, and the budget available.
And one group believes that marketing communications is a creative circus and a total waste of money. Those in this group have seen sales go down when advertising expenditures went up.
The reality is that they are all correct. Studies of advertising results show a classic bell curve. A small group of the best advertisers outsell the worst by 600 percent, a small group of the worst advertisers drive sales down 50 percent, and the majority of advertisers don't move the needle much at all. So all the options are possible.
Why advertise at all then? Unfortunately, if you stop communicating with your target market, your sales eventually will go down (unless your communications and product are awful). Your challenge is to find a way to communicate with your market effectively and achieve the highest return on your marketing communications investment.
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