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Danskin Creative Communications

No budget to waste



As our marketing communication firm attracts new prospects and clients who have new products or services, or ones that haven’t been publicized properly in the marketplace, a common ironic theme is repeated: “I have no budget.” After further prying, it is determined that they once had a budget, but they feel it was squandered on initiatives that failed to inspire confidence in more investment. We feel your pain.


 


So, try to shift your paradigm from  “no budget,”  to “no budget to waste.” That should be any marketing director’s standard.


 


The next step is to identify how to achieve that high standard. The fact is that no comprehensive and perfectly accurate guide exists to reveal every marketing communication initiative that will result in ultimate success. It will require using every bit of expertise and experience at your disposal, on your staff and for hire. Of course, any decisions in this regard will also have to meet your “no budget to waste” criteria, as well.


 


Some marketing directors will seek firms that have track records in their specific industry. Some will lean toward firms that excel at specific marketing initiatives they suspect will be utilized most often, such as Web site marketing and email marketing, advertising, special events marketing, public relations or media relations, or direct mail. Again, there is no absolute guide for this decision. However, rest assured that if you conduct an adequate evaluation, you’re likely to succeed.


 


Here are some helpful steps to increase your opportunity for success:


 



  1. Identify your internal strengths and weaknesses regarding marketing knowledge, experience and skills.
  2. Identify resources that best match up with your marketing expertise and your organization. This could be a marketing firm, graphic design firm, PR firm, or advertising firm, etc. Some marketing directors will seek firms that have track records in their specific industry. Some will lean toward firms that specialize in marketing activities they suspect will be most utilized, such as Web site marketing and email marketing, advertising, special events marketing, public relations or media relations, or direct mail. Again, there is no absolute guide for this decision. However, rest assured that if you conduct an adequate evaluation, then complete the following steps, you’re likely to have abundant success.
  3. Identify your organization’s top 3-4 business objectives (more info).
  4. Work with your chosen resource to develop a simple, yet comprehensive and integrated marketing communication plan (more info).
  5. Evaluate this entire process at least every two years. Marketing communication plans should be considered living-breathing documents. Consequently, they should also be refined every year, as you determine new opportunities, challenges, successes and failures through plan metrics.

 

If you follow these steps, you will minimize wasted effort and budget and continually gain applicable knowledge. The result will be compounded impact of your integrated marketing initiatives and visible marketing success. Happy marketing.

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