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If Marketing is an Expense, Then You're Doing It Wrong

What do many companies do when sales are low?

They cut costs, all costs, even marketing costs. They say,
"Marketing is an expense. We're cutting expenses. Period."

WHEN YOU THINK OF MARKETING AS AN EXPENSE

In accounting, sure, marketing IS an expense. But here's
what happens when marketing is purely viewed as an expense:

Company A thinks of marketing solely as an expense. When
busniness gets slow, Company A cuts marketing. They tell
fewer prospective customers about their products.
Results: They get even less business.

You might ask, "How can you suggest that marketing is
something other than an expense? Of course it's an expense
- it sure isn't income. I write it off my taxes every year.
You bet it's an expense."

If you think of marketing only as an expense, the odds are,
your marketing is nowhere near as effective as it could be.

There is another way of thinking about marketing. When you
spend money and buy stock, that's an expense AND an
investment. When you buy a rental property, that's an
expense AND an investment. (Whether they are good or poor
investments is another subject.)

What would happen if you thought of your business marketing
as an investment?
============================================================
WHEN YOU TREAT MARKETING AS AN INVESTMENT

Something happens when


you look at marketing as an
investment. You start to require that it makes money.
You will begin to look for a return on investment. For
example:

Company B thinks marketing is an investment. Every time
they spend marketing dollars, they track how much business
it brings. They see what's working, so they can do more
of that. Results: They get more sales and waste less
money.

You may market with newspaper ads, email newsletter ads,
postcards and more. How do you know exactly which one is
working?

HOW TO KNOW WHAT WORKS

You don't need to put in a lot of time to find out what
works. Notice how other businesses track their response.

Every time you see a commercial that says "Mention this ad
for a free gift," they are tracking how well that ad works.
Every coupon you see is a way for a company to track an ad.
Every time someone asks, "How did you hear about us?" they
are tracking what works.

When your marketing is an investment instead of just
another expense, you'll hold it accountable. It's a small
but important change in viewpoint that can add to your
bottomline.

About the Author

Resource: Author Raynay Valles is the only Marketing
Specialist who offers Jawdrop Marketing - it builds sales
or you don't pay. Find out more at http://www.jawdrop.com
or email her at rvalles@jawdrop.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
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Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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