Duct Tape Marketing

Does this sound like you… the economy is going south, and you're starting to panic. You're worried about the financial health of your small business. You think about slashing your prices to stimulate your sales. You assume you need to cut back on your marketing activities to save on expenses.

Are you looking for business funding? Not had much success? 

Well, do something that will knock the socks off your potential lender/investor: put your business plan online. And do it right.

This is a technique that very few businesses use, and by using it you define yourself as A Very Astute Businessperson.

“Except marketing.”

Marketing has evolved. But most corporate marketing approaches have not. And in a tough economy, those who have not are feeling the pressure – but who’s taking the heat? Why, the CEO, of course.

If I had a nickel for every time I’ve heard a CEO say, “we want to get as much marketing as possible for the least amount of money,” I would be a rich man.  Believe me.  I have measured it.   Why is it that so many CEOs and their management teams are still approaching marketing from the position that it is a cost?  Because they have absolutely no metrics to justify how they are spending their marketing dollars. 

Most CEOs of privately held Business-To-Business organizations have not taken the time to measure what their customers are worth to them over their lifetime, and so they have no way to build a rationale for what they are willing to spend to win more customers.