the greatest marketing myth of today…

the greatest marketing myth of today…

THE MYTH OF THE ZERO DOLLAR MARKETING BUDGET

“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.

WRONG AGAIN.

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]

July 2, 2014 0

be a passenger…

be a passenger…

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.

June 30, 2014 0

treat your marketing strategies like an online dating profile

treat your marketing strategies like an online dating profile

you can pretend that you have no idea what it is like to fill in an online dating profile, or you can drop the facade and apply some solid knowledge to your business.

alignment. that is essentially what algorithms on dating sites aim to do well. their pitch is that they are able to put your profile in front of the ideal set of potential “dates”. your goal, is to appeal to your ideal “date” and give them enough of a sense to want to get to know you more and contact you.

remember, your intention is to get as many messages as possible from as many ideal candidates as possible – so that they can begin to get to know you.

what you should be avoiding, is trying to overwhelm them with your personality, pretend to be something that you are not, or risk sounding and looking like you are out for a committed long term relationship, when all you are really seeking are casual flings.

how does this apply to your marketing, communications and branding?

a) stop trying to be generic and appeal to everyone, you appeal to no one – and your response rate shows that.

b) stop telling them every little thing about who and why you exist – focus on giving them just one or two reasons why they should get to know more about you (visit your website, give you a call, visit a store, pick up your product, trial your service, etc…)

c) remember your intention. you want the right people to be interested in you. so align what you want to do, with what they want to do.

d) remember that you are not right for everyone, so when you start whining about what your competition is doing or complaining about circumstance – chances are it is because you really don’t know who and why your brand is/exists.

 

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]

March 19, 2014 0

why good decisions are so much like bad decisions

why good decisions are so much like bad decisions

 

discipline. often associated with making good decisions.

exercising – while the rewards/results are not instant, discipline begin to pay dividends 3 to 6 months down the road.

long term investing – while short term volatility may lead to some missed profit taking, 8-10 years down the road, your investments could show considerable growth.

saving money – interests may seem completely trivial (and they are considering the profits the banking industry rakes in) but they compound considerably over time.

what may surprise you, is that truly bad decisions share a very similar arch. to be clear, we are not talking about terrible decisions, which are actually less dangerous because of the Pavlovian effect of instant feedback, but rather bad decisions that are often the result of habits and established processes.

not investing in your people, not properly developing your marketing strategy, settling for just “good enough” – all, generally, save money instantly and show no immediate ill effects. (all trivial amounts when compared to the value of your business, your customer, your employees…)

but, just like discipline has its rewards, short sided “disciplined/prudent” decision making also has its own return.

lower profits, shrinking market share, weakening culture and morale, decreasing customer loyalty.

you may walk away today feeling like you have outsmarted everyone and not wasted time or money on something that does not matter, but just like poor eating and exercising habits, you will wake up one day with no idea how you ended up in the shape you are in.

 

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]

January 31, 2014 0

hot soup for your businesses’ soul

hot soup for your businesses’ soul

 

 you have a vision to [grow/expand/improve]. all that is missing is a creative agency to help. oh, and financing would be nice too!

in a perfect world with unlimited time and an unlimited budget – we would all be unstoppable forces. but alas, we live in the current world and we all must balance what we wish to do, with what we can afford to do.

in Canada, we are constantly shocked and disappointed with the lack of awareness of what the BDC has to offer businesses and entrepreneurs of all sizes. they want to give you money – and relatively cheap money too.

we share the view that Canadian businesses, especially in BC – just don’t get the value that hiring a marketing/creative/AD/digital agency brings to the table. if you were truly serious about achieving your goals – you would not try and do it yourself. YOU are in the business of making/servicing “widgets” – you went to school to learn about and have experience in making/servicing “widgets”. you live and breathe and practice “widgets” every day.

that is why people value you, your team and your brand.

SO – WHY THE HECK ARE YOU SPENDING YOUR TIME DOING ANYTHING ELSE?

the BDC understands this core concept so deeply, that they have established a funding program solely around helping you hire the right talent, knowledge and support to help you grow within your  market, expand to new (bigger?) markets and implement your 2014 growth strategies.

to learn more about how the BDC can help finance/fund your marketing campaign and how hot soup media can help you execute – please view our 1 pager here.

 

December 10, 2013 0