“Lean Marketing”, “Minimum Viable Product”, “ Zero Dollar Marketing Campaigns”, and countless other analogies that allude to the idea that you don’t have to spend a penny on marketing to grow your business.
FALSE. 100% UNDENIABLY, CATEGORICALLY FALSE.
Right now you may be attempting to argue the point by listing off the incredible list of names and companies that have proven otherwise.
The root of the issue is how people define marketing and for most people, marketing= paid advertising. plain and simple.
based on this extremely narrow definition, then yes, you can absolutely grow your business without advertising.
but you can not execute a $0 marketing budget UNLESS you are lucky enough to have volunteers running your organization who fully donate their time, knowledge and talent without any form of compensation.
the majority of those claiming astounding results with a $0 marketing budget are fooling themselves. the truth is they have full time staff managing their social media, full time staff hitting the phones for their PR and full time staff managing their website(s) and brand touch points.
what they fail to realize is that every single dollar of their salaries, bonuses, share options, benefits, etc.. all count towards the marketing budget.
on the end of the scale, you have larger, well financed organizations augmenting their in-house staff with talented AD, creative and marketing agencies that allow them to unlock their full potential.
if you have a $0 marketing budget. you have $0 in revenue. guaranteed.
hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]
have you ever been a passenger while someone else is driving and felt like they were out of control?
But then you quickly glance at the speedometer and realize they are going the speed limit?
when you are behind the wheel, you have a different sense of the world around you, everything is in control, you know the car, you know the road and have no earthly idea why your passengers are gripping onto the the roof handle for dear life.
your customers are your passengers.
your goal is to help them have, share and experience the same sensations, emotions and reactions as you.
some call this perspective, or empathy – either way, you can not have it until you trade places with your customer. you will soon realize that their perception of your actions/messages/ideas/vision are either exaggerated or muted, but rarely ever perfectly inline.
this is why branding can seem so ethereal…it is a continual ebb and flow, balancing, adjusting, tweaking with the aim of bringing the passengers world in-line with the drivers.
hot soup media is a creative agency providing branding, graphic + web design & advertising services to clients looking to launch new ideas, campaigns, products and services, recapture the imagination of their customer or enter new markets and opportunities.