Feb 03 2009
Whaddaya mean you’re cutting my budget???
So, the boss in his eminent wisdom just announced that he’s slashing your marketing budget, but forgot to slash expected results, huh?
Been there, done that. Quite a few times.
OK, first, before we panic, let’s make certain of a couple of things:
1. All available “co-op” programs are being used. If you’re selling for a dealer or distributor of products made by someone else, there may be an advertising co-operative program available from the manufacturer, where they will pay a portion of your advertising because you’re including their product in your ad. Make sure you dig - these type of programs aren’t always well publicized - and sometimes, with a little diligence, you can even create one if you have a good rapport with the manufacturer.
2. The best possible deals are negotiated with your advertising rep. Remember - ad reps are salespeople too. They don’t want to lose your business, so ensure that you’ve negotiated the best possible deal for the ad space you’re buying. Sometimes a threat that you’ll take your ad dollars elsewhere will get you a better price - you know that terrible feeling you get when you have to tell the boss that you lost a custome to a competitor? They get that too - use it to your advantage.
OK, so we’ve done all that, and saved a few bucks. We proudly show the boss the results, and he says, “Nice start. Now make some REAL cuts.”
Put aside the temptation to staple gun the boss’s backside - the next few posts will explore some more ways to drum up some business without drumming up a huge bill.
NEXT POST: A little walking never hurt anyone………..
Now go sell something!
