Maximizing Your Marketing Budget Potential

In today’s world, there are limitless ways to market your business or brand. From engaging web and digital advertising to more traditional forms like that of print or television, understanding your business and its needs are imperative for the best results. Far too often businesses have not taken the time time to map out a strategy or lack the manpower, knowhow or the ability to be objective in making effective marketing choices.portland_happening_now

The most common pitfall for businesses with regard to their marketing budget is misplacement of dollars and trust into ineffective strategies. For instance, the photo to the right is an example of effective and
innovative marketing and advertising using a hand drawn look to convey the unique personality that Portland has. This is a common aesthetic among the culture of Portland.

The city of Portland, Oregon is widely known for having a youthful and weird persona but is also rife with charm and culture. The Portland is Happening Now campaign (designed and executed by Wieden + Kennedy) is a beautiful marketing campaign designed to highlight what makes Portland different than any other major city. Clever television advertising and wildly colorful print collateral all exclaim “Portland” on their own, but together make an enticing gesture to visit Portland, Oregon and experience it for oneself.

This campaign utilized a bevy of marketing strategies including, Relationship Marketing; building a relationship with the target audience and the city as opposed to selling a specific product or service.

In closing, here are a few things to remember when spending those precious marketing dollars.

First, understand your audience – who they are, what motivates and drives them, what they like, what they dislike, how they interact with your product or service and where they are searching when seeking information about your product or service.

Second, don’t cut corners. Sure, being conscious of the budget is important. Getting the best results hinges on wisely spending those dollars, but that doesn’t mean you have to take careless shortcuts. Some aspects of marketing and advertising, especially digital, can be expensive but in the long run most often pay for themselves.

And finally, if something works, stick with it. It is common to see businesses waver when it comes to marketing and advertising. Don’t misunderstand, staying fresh and relevant is important for any business, – but that doesn’t have to come at the expense of what is already making your business successful.

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