Transcript Stretching Your Marketing Dollar

Stretching Your
Marketing Dollar
Michael T. Brandt, CBC
Marketing Resources Ltd.
Destination Colorado
July 22, 2005
MARKETING
A Starting Point
If you don’t know where you’re going,
you will wind up someplace else
Yogi Berra
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A Starting Point
Run with a plan and budget
 Monitor regularly
 Review and adjust
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A Starting Point
Know your audience
 Target
 Prioritize
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Waste Management
Overordering
 Spending without justification
 Managing your lists
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Merge/purge
 Update
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Competitive quotes
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Life After Life
Run ads longer
 Reuse artwork, design, photography
 Continuity builds brand
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Outsourcing
College marketing departments
 Design schools
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Rocky Mountain School of Art and
Design
 Art Institute of Colorado
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Cooperate
Co-op, Co-pro, Cross-pro
 Chambers of commerce
 CVBs
 Tourism groups
 State agencies
 Franchisors, suppliers
 Related business, even competitors
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Cooperate
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KISS
Limit the number of participants
 Limit the options
 Limit the time frame
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Cooperate
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Buzz, buzz, buzz . . .
Special events
 Make your marketing newsworthy in
itself (Frontier’s animals)
 The buzz must be important to the
audience, not just to you
 Buzz dies out after a time
 Buzz can be expensive; look for the
cheap opportunities
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Embrace Technology
Electronic surveys
 PDF for production
 Digital photography
 Digital printing
 E-mail
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E-mail Marketing
An example: The Broadmoor
 Exhibited at a meeting planners trade
show
 Immediate e-mail sent to booth
registrants
 Offers to sign up for information packets,
tours, site visits, all by e-mail
 Web site included a tour of the facility
 Results: a 7,000 to 1 ROI
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Economic Advantage
Taking advantage of downturns
 Look for bargains in business media
 Trade show attendees are the buyers, not
the lookers
 Out spend your competition who has cut
the budget
 Turn to other media: e-mail for example
 Use your creative across all media
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Assessment
Evaluate and monitor
 Lead tracking
 Drop the ineffective, expand the
successes
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