The best time to launch an ad campaign? Not when you're drowning. Many wait until they are doing poorly to decide to spend the least they can to "turn around their business." Too late. Its not that simple. Smart firms realize marketing is just as vital as their monthly infrastructure.
- One firm called to see what they had to do to better "market" a $150,000 piece of machinery that "solves" patient needs. They tried the manufacturer's hard-sell formula, found it didn't work, and they needed to better "sell" the idea. Bad business decision, which could be further compounded by more spending. If they did their homework, they would realize it would not be a good investment.
- A high-end restaurant said their market is way beyond their Stratford site, and said their customer service was, along with the food, their specialty. But then they proceeded to go the cheapest PR route. Imagine trying to market a filet mignon on a hamburger budget. Good PR is like a good steak. It is not a hamburger, no matter how you dress it up!
- Another restaurant called about "public relations." They wanted to get on "the map," to be known. In fact what they really wanted was just to have a reviewer review them, and because of that make tons of money when they get a great review. And if they are poorly reviewed? Let someone help focus your needs and logical path to get there. If you have no plan, then any action will get you there!
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