When it comes to getting value out of a purchase there’s a saying that goes:
‘buy it cheap, and you’ll buy it twice’
With most consumer products this is mostly true. This generally means that there’s a trade off between quality, longevity, and brand values to buy such items at a lower purchase price.
When it comes to promoting your business, however, you have to go back to marketing basics to see that this doesn't have to necessarilly be true.
Mostly, because with advertising and marketing if you buy it once and it doesn’t work it’s because you’ve made the wrong choice. Value can only be achieved through reaching the right people for your product in a way that gives you the best possible return, either in direct sales or brand gains.
In these days of accountability, analytics and transparency in cost per acquisition every decision is scrutinised so it’s important that you get it right. Not all costs are as up front as they seem either.
So, let’s say that you want a direct mail or leaflet campaign. What represents the best value for you, your business and most importantly your gaffer?
Posted By Ste Smith