One of the first casualties in a difficult economic environment is an organisation’s spend on marketing. Unfortunately, most of them reduce their expenditure at the expense of results. Indeed a recent international survey showed that there was a very strong parallel between the reduction in marketing expenditure and the reduction in enquiry levels. Notwithstanding this, […]

One of the first casualties in a difficult economic environment is an organisation’s spend on marketing. Unfortunately, most of them reduce their expenditure at the expense of results. Indeed a recent international survey showed that there was a very strong parallel between the reduction in marketing expenditure and the reduction in enquiry levels. Notwithstanding this, in my view, it is possible for many organisations and, in particular, many organisations in Western Australia to reduce their marketing spend without impacting negatively on their results. Indeed, there are a number of organisations I’ve looked at where they could reduce their marketing expenditure and improve their results. So what’s the secret? Well of course there are the steps that we all know about including: Set clear objectives Research your market Develop a strategy Monitor strategy Clearly these are all important but have all being discussed to death before and they are being ignored…