At the top of my list of things that should never be uttered in a marketing meeting is “because we’ve always done it this way” and “we’ll be the first in our industry to do it.” These are simply not acceptable answers to the most important marketing questions that you should ask yourself before you incur any marketing expense.
Think of marketing as a type of investment. While rates of return and maturation periods vary, a sound investment plan should ultimately help you meet financial goals. Likewise each marketing dollar spent should net you returns if marketing expenses are carefully . . . [more]