The Fluff Buster
I’m optimistic about the American economy continuing its upward progress. But this morning my local gas station was out of fuel and it appears the effects of Hurricane Katrina will be with us for many months to come.
If the effect of higher oil prices was simply inflationary we could probably roll with it. But I know from experience that the psychological effects will be even more important. The media seems to revel in reporting pessimistic economic stories. Sooner or later, people will convince themselves that times are tough and slow their spending. And, reflexively, companies curtail their marketing efforts.
If companies can cut their marketing expenses because their business is slack, it begs the question, “Why did they spend so much money on marketing in the first place?”
Really. So much of the marketing I see is comprised of wasted efforts and needless expense. Companies should slash their marketing budgets. They should fire their ad agencies. This way they can learn what is essential — what works.
Of course I’m making this advice for dramatic purposes. Few companies can afford to be so bold and I certainly don’t welcome any downturn. But recessions are inevitable and cyclical, so we should learn how to deal with them. By using a down cycle to strip away extravagance and waste, your company will emerge leaner, stronger, and ready to benefit from the next upswing.
Part of what I do is to help companies make wiser marketing decisions. I can explain why one agency’s ad campaign will be more effective than another’s. I can determine what a reasonable budget and return for a marketing program should be. And I can show my clients where they can benefit from better planning. But what I really love to do is to “find money” by saving it — doing things smarter and more efficiently. It’s fun to be the “fluff buster”.
My services are especially beneficial to smaller companies that can’t afford a dedicated marketing director. But even giant companies will benefit from my independent, “outside the corporate culture” analysis.
Got fluff?