Calvin Warr is a long time marketing professional and has worked in global organisations in consumer electronics, telecommunications and the IT industry. I have invited him to share some thoughts about why small businesses find it so hard to see results when they spend on advertising and marketing. Hope you enjoy this.
It is always interesting when you are in the advertising and marketing industry. We meet so many interesting people with interesting businesses and really interesting needs.Over the years, the most interesting remark we hear, and the most often, is this:
“I don’t want to waste money on advertising and marketing, it does not work for me.”
So, most of you will think that I am going to protest that this is not true. Well, actually, it is true. It is true for many reasons. It is true in many situations. It is true for many people – especially the small business entrepreneur.
A full page ad in the local papers can cost in the thousands. Radio? Don’t think about it unless you have at least $20K to spare. TV? What TV?
Any entrepreneur who has an annual turnover of less than $1m would be crazy, stupid or suicidal to even think of running an advertising campaign. If you run a small deli, do you seriously believe that you can run an advertising campaign that will beat McDonald’s down the street?
You see, that 500lbs gorilla did not want to hurt you. You just sat down at the same place. You got squashed.
How do you avoid such pain? Simple Continue reading “A 500lbs Gorilla will Beat a 100lbs Human Anytime …”