24 01 2010
Marketing Is A Long-Term Investment
“Dig your well before you’re thirsty” is the title of a wonderful book by Harvey Mackay. It is smart advice for investing your money, “Save your money before you need it”, or growing your business, “Market today for tomorrow”.
When times are tough some businesses stop marketing. They reason, ‘No one is buying so why should I advertise?’ The other time some businesses stop marketing is when they are selling like crazy. Again they figure – ‘I can’t handle any more business right now so why promote?’
Two key points here. Advertising is only one narrow form of marketing. Marketing is about sending messages. You send messages in a plethora of avenues; advertising, customer service, by association, quality, public relations, sponsorship, awards, etc