Advert Spend Is Never A Reckless Spend

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So last Saturday, this client called me from the US and we were on phone for over an hour. I had earlier sent her a proposal detailing the structured marketing plan my team and I have put together to help promote her business in Nigeria and boost her sales. 


The content of that marketing plan is so rich and detailed that no business owner would ever see it and won't desire to hire us instantly. If that sounds like boasting, I boast in the Lord.


Long story short, the call was premised upon a negotiation around the figures we quoted in the document. Of course, that's not unusual with every client out there.


However, I didn't hesitate to share few things with her, which I feel to share in the write-up as well.


1. In every business relationship, go beyond merely analysing the cost, ensure to have the benefit in mind too. It's called cost-benefit analysis. That it appears expensive should not scare you as asking what benefits do I get for spending this much.


For example, a 5million naira spent on advertising that promises a guaranteed potential to bring in 65 million naira profit in returns isn't a bad advert investment at all. 


2. Deliver yourself from the myth that "Advertising is Expensive". If you don't, the best that your global brand can be is remain a local brand.


3. Stop saying "I don't have enough to start advertising now". That's not true friend, even that cruse of oil you have is enough to start something. The little adverts done will fill up your borrowed pots till you can sufficiently shore up your advert budget.


4. Don't join the league of illiterates that say "good products don't need advert" or "a good product sells itself." If that was indeed true, Cocacola and other big brands should not be advertising.


5. Think beyond digital marketing ONLY. So many brands today have limited themselves to digital marketing because it is more affordable. But I challenge you, don't stay at that busstop. Marketing is damn too broad to be limited to digital space alone. Be informed though that I'm never against digital marketing, (infact I'm a Google-certified digital marketing professional myself).


However, no matter how excellent your digital marketer is, there are some of your potential customers he will never reach.


The best approach to advertising still remains what we call the 360° marketing. Always remember, advertising is to every business what the heart is to the body.


#IamReallionaire

#ItrainIspeakIconsult


My consulting specialities include: Advertising, Public Relations, Brand Communications, Fintech & Real Estate.


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