But getting something for nothing seems to be a cause célèbre of late. Maybe it started with the infamous “47% are dependent” comment in the presidential campaign. I’m not really sure. This post isn’t a political comment, its about marketing.
Why do business owners continue to strive to get something for nothing? A lot of time and money gets spent in social media, free papers, free flyers, free magazines, free coupons, free websites, or free whatevers.
You really don’t get anything for free–you pay for it with stress, time, opportunity, or cash. Yet the practice continues. Everyone wants to be the person who solves the problem–who gets a great deal no one else has. The one who finds the holy grail of making Billings advertising work for the lowest possible price.
Why all the Free Papers and Magazines?
There’s a reason all those papers and magazines are free. It’s an escape from accountability. With no subscribers, there’s really no way to know how many of the publications are actually consumed. It’s pretty, but is it real? And please, don’t fall for the publishers trick of counting how many were published times 3 or 4 to suggest that is the “readership.” I mean every copy of every publication must be spread around. I agree. Most publications are spread around unread at the recycling station.
There’s only one way to compare across media. Its the real dollars and cents of the spend. If you spend $800 in cable, spend $800 in radio and compare. If you spend $300 on a little ad in one of the free “ego-zines” inside every restaurant in town, then compare that to $300 spent on bench ads.
The final verdict comes when you compare the increase or decrease in your business revenue year to year and month to month.