Budget for Your Brand
New Year. New You. Same old budget.
I’m sure you’ve heard the old adage “if you keep doing what you’ve been doing, then you’ll keep getting what you’ve been getting.” The theory is that you can’t do the same thing and expect a different result. The same philosophy applies to your budget.
If your marketing budget hasn’t changed, how can you get more from it? Well, after 2020, you might not have more budget to spend. Actually, you might have less. So, let’s talk about the things you can do to better invest what resources you do have.
- Planning: The first thing you can do is plan. Having a plan and being more proactive will, in the long run, save time, allow you to better invest, and, hopefully, will allow you to better monitor your results.
- Target Audience: Knowing exactly who you are talking to, and niching down as far as you can into micro-segments, means that you aren’t talking to as many people (less expensive) but you will be able to connect with them more deeply. It’s about quality over quantity.
- Custom Messaging: As you zero in on your target audience, you can stop begin so generic in your messaging. Instead, be more direct and specific in your messages as this will really resonate better with your core customer.
- Content: If you are better at planning, then that means you will have a better approach to creating the content to get your message in front of the right people. Your people. The people most primed and ready to buy your products/services.
- Monitor & Measure: Make this year the one where you monitor every dollar you invest in marketing and measure your results. This will help you do an even better job of investing that budget next year.
John Wannaker once said, “I know I’m wasting half of my advertising budget each year, I just don’t know which half.” Make this is the year that you don’t waste a single dollar. Instead, make them all work for you.
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.
