Would Diver Pay $6 For An Air Tank?

Forgive me...I'm on this "cost/benefit" kick this week.  No doubt because we recently had a client meeting where advertising/marketing costs came up. 

In this case a new company had dedicated 3% of their startup budget for "advertising".  That amounted to $5,000.  However, what we didn't realize was that number included EVERYTHING from design to printing to websites...everything.

To be fair, we knew the budget was skinny...BUT it is a worthy cause and a non-profit so we made the decision to do most of it pro-bono.  That means 90% of the creative, administration and professional marketing advice...has been free.   Like in "no charge".  In the end it will save their butt...however most companies don't get it.

This experience got us to thinking.  It's not uncommon, especially in these challenging economic times, for companies to "cut corners" in an effort to save money.  Often the corners that are cut...are things like advertising and marketing...which can spell doom for a product or service. 

I told somebody the other day that a company who cuts their advertising and marketing dollars is sort of like a diver buying a six-dollar air tank or somebody shopping around for "cut-rate" laser eye surgery.

It can come back to bite you.

"But," said my friend, "you're trying to equate quality of life or life itself to advertising and marketing."

Exactly...because when you think about it...solid, sound advertising and marketing IS the life of your product or service.

Michael P. Libbie - Insight Advertising, Marketing & Communications