Sometimes we have difficulty breaking our clients out of a mould or a set way of marketing in their business. That’s because of the myth that good results will come to those who follow some basic marketing rules.
This is quite a destructive myth, because it lulls people into a state of complacency about their marketing needs and can end up with a blown out marketing budget, with little positive results to show for their efforts.
There are no magic formulas in marketing
It is true to say that every organisation is different – they have different goals and budgets and their brands and markets are different. Obviously, their employee profiles are not the same and they have different skill mixes.
Cleary, all businesses are not equal, so why do some people persist in believing that the same golden rules apply to marketing, regardless of their business?
One of the stubborn myths is that you should spend a certain percentage of your budget on marketing and not a dollar less or a dollar more. In this day of changing values and shifting markets, as well as the dramatic changes in the way consumers shop, any hard and fast rules concerning marketing budgets is fraught with danger.
What’s the solution?
Well, the solution is very easy – be flexible. As far as marketing is concerned, you should test everything over a long period of time. Test different promotions, campaigns and platforms, re-evaluate, make changes and then test again. Start small and scale up when you know what works for you.
No-one wants to spend their profits on marking strategies that don’t work well for their business, just because it is always been done that way. You need to find out what works and what doesn’t work for your business and don’t jump in blindfolded.
Once you have a better idea of what works for your business, then you can customise your marketing budget to suit those particular strategies.
If you really want a golden rule of marketing – it is to test and retest and then keep on testing.