Posted by Robin Robins On September 16th, 2020
If I hear someone say their hope for marketing is “brand awareness” or to “get my name out there” one more time I’m gonna start a protest against slovenly, wasteful marketing. At least then I wouldn’t get my events shut down, but I digress…
To my point: Let’s suppose the “branding” folks managed an employee the same way they are suggesting you manage your marketing. The job description for “Bob” the employee would look something like this:
“Bob, your job is to get our name out there and make sure you are making people aware of our brand. Since we have no way of measuring just how effective you are, you won’t be subject to any regular meetings or reviews and you won’t have any strict hours. You can come and go as you please. Just as long as you come back once in a while and give us some assurance that you are, in some manner, shouting our name to the world, we’re all good and will continue to pay you. No one will monitor your performance. No one will attempt to measure your effectiveness or the impact you’re having on the organization. No one will look at your productivity, and we won’t tie you to specific leads, clients and sales coming in the door. We’ll just assume it’s working. Every couple of months we’ll look to see if sales have gone up. If they have, you’ll get all the credit. To assist you in this effort, we’ll give you a very hefty budget so you look your professional best. After all, we want to win the popularity contest and receive useless awards for our “creativity” or our cleverness. In fact, we’d like you to be vague, cute and clever. You’ll be dressed in the finest suits and given a Bentley to drive around in. You’ll eat at the finest restaurants, wining and dining whomever will listen to your message. Your expense account won’t be beholden to any particular type of client, but if we get enough people liking the experience, you’ll continue to be paid. If we don’t get enough sales, you can just blame the economy, the competition, who’s in the White House or any other outside factor.”
Laugh if you will, but that’s how a lot of companies manage their marketing efforts. My rule has been never to invest a marketing dollar that cannot be directly and accurately tracked back to generating a lead, a customer or a sale. Simple. That’s why my marketing is so shocking to many when they first see it; the word they use is “direct” if they’re kind, “aggressive” if they’re not.
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