Advertising using the weak force? “Have you seen what we spent on marketing in the last quarter, show me some results now!”
You want to see results and understandably so. You just spent a significant portion of your budget on marketing, money that could’ve been spent on upgrading your I.T. or replacing those uncomfortable chairs in the office.
Well, it’s unlikely you’re going to see those results.
It may seem like I should start writing my own resignation letter… or that my superiors are getting ready to inform me of ‘structural changes within the company’ – but follow this train of thought for a second.
Advertising using the weak force?
People, however, are not machines predictably responding to your ‘inputs’ – your increase in marketing spend may not have a proportional and quantifiable result. But that doesn’t mean wasted marketing dollars. Your marketing efforts may have achieved underlying psychological results that will be extremely important at purchase time… whenever that may be.
Some like to believe that marketing is a strong force – ‘You will hear my message, be convinced and purchase my widget!’ This is not the case. If it were, we’d all be voting for the political party that figured it out.
Advertising using the weak force? Marketing is a weak force. Customers hear or see the message and over time they might put their money in your corner and buy your products. It is important that you keep your name and product in front of them as often as you can hitting them from different angles. Making sure when they have down time in your company you marketing is up and working. Getting the message across on the on hold messages is a great inexpensive way to keep that message in front of them and nudging them when they have the need and desire to buy.