738 million euro and no advertising budget Recruiting qualified prospects usually involves advertising or, more broadly, promotion. While this is not always the case, advertising remains an important tool in driving enquiry. Volumes have been written about advertising and promotion. For many, marketing and advertising are the same thing. It is not my intention to […]

738 million euro and no advertising budget Recruiting qualified prospects usually involves advertising or, more broadly, promotion. While this is not always the case, advertising remains an important tool in driving enquiry.Volumes have been written about advertising and promotion. For many, marketing and advertising are the same thing.It is not my intention to address all issues relating to effective advertising. However, five issues are particularly important in 2019 if advertising and promotion are to be cost-effective.The five issues I will address are: Prioritise the essence of your brand Be authentic Avoid intruding on your prospects Focus – less is always more Listen – and don’t talk at people Before considering these or any other issues related to cost-effective promotion, it is important to consider the following: Zara has 1400 stores. In the quarter to 30 April 2019, these generated a net profit of 738 million Euro with no advertising budget…