We don't put a dollar toward marketing or advertising. I think we're more efficient than Facebook.
If you can't sell to 1 in 1000, why market to a million?
I know half the money I spend on advertising is wasted, but I can never find out which half.
Radio had been very good to me as a car dealer. It's flexible, and it's fast - you can get on the air in an hour and change your message - and compared to other types of media, it's very good value.
The Google model of targeted advertising is appealing because it claims to cut down on waste. We need to ask how that efficiency can be brought to creative process.
Imagine maintaining 70 brands in a digital world - it is a nonsense. It is better to focus on a fewer, more distinct brands.
If you think your organization needs a bigger marketing budget, maybe you just need to be less average instead.
One of the beauties of B2B is that there is a finite number of customers. So the marketing costs are much different. You don't have to take out Super Bowl ads or plaster the New York subway system.
To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
