Splash marketing or drip feed marketing?

There are two types of marketing strategies.
You can make a big splash in the market. This is best achieved with a big budget and loads of creativity. Do it well and you’ll establish your brand by attracting attention and creating a memory that sticks in the minds of consumers for years and years. Remember the AIDS campaign way back in the eighties?
Trouble is it can be something of a gamble. Creativity is highly subjective, so often the results are hard to predict. And a big splash of money can leave you out of pocket. Will you really be able to shift enough product or sell enough service to justify the expense?
The other alternative is drip feed. Sure it’s more boring, but the research shows that consistency is everything. Incrementally winning market share by earning trust and building your reputation makes for brands which stand the test of time. This allows you to make every dollar count, fine tuning strategies as you go.
Of course ad agencies won’t like this approach. They’d rather you spend your money much more quickly than that.

2011-04-04T07:14:22+00:00 By |

About the Author:

Mark Gibbs has broad experience as a marketing manager and graphic designer. He holds an MBA with a marketing specialisation. Mark runs a consultancy called MadLab: The Marketing And Design Laboratory. Based in Adelaide, he operates around Australia.