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Why Marketing Is Like Making Martinis |
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Cutting out the razzle-dazzle in tough times could send customers packing says Mike Linton on Forbes.com. He offers a creative take on why you should not cut your communication budget when times are tough, relating marketing to martinis.
Let's say you own a bar with a good clientele that has remained loyal over the years because your barkeeps make excellent cocktails. Your bar's reputation and its margins are based on your delicious mixed drinks. Up until now, that is, when sales are falling and the pressure is on for you to maintain profits.
For discussion purposes, let's assume you've done everything you can with the lease and labor. What you have left is the drinks, and a martini could, metaphorically, be viewed as your marketing plan.
How do you keep the brand moving forward in tough times and still make money? What should you do to keep serving martinis in a way that lets you make money today while keeping your clientele coming back for more?
This is a difficult situation and although he doesn’t know the right answer, he does know the wrong one…
Read more at Forbes.com |
