Monday, February 2, 2009
Thanks to Katya for reminding us that more money doesn't equal better marketing.
Sure you need cash to power your marketing shop. You need people and time to design, write copy, plan, do PR and network with the powers that be. You also need tools/technology - for example an Email Services Provider (ESP) if you want to market via the Web.
But good marketing is also about being in tune with your audience, understanding your mission and knowing how to make it resonate. Good marketing is about finding and taking advantage of the X factors which make your cause more relevant. Good marketing is about being creative and sometimes going with your gut.
Don't believe me? Check out these superbowl ads on Hulu. Remember, these are some of the THE MOST expensive ads created every year and many of them fall flat, i.e. in my humble opinion, they won't be generating any new leads.
What do you think?