Only recently we called into a fast-growing company whose Managing Director hadn’t really had a chance to stop and take a breath to think about marketing because he was so overloaded.
Apart from buying the occasional bit of advertising space in one or two B2B magazines, the concept of putting out the company message had been on ice for some time.
As he had been hands on for the last three or four years, it was somewhat surprising to the MD just how much marketing has changed. He was suprised at:
- how you can demonstrate value for money
- and how much control you can maintain.
The biggest surprise to him, definitely, was how something as straightforward as content can give so much power.
Basically, all those competitive advantages his sales reps are encouraged to push, face to face, can now be broadcast nationwide – or indeed around the world – through skilfully created content and its distribution.
Effectively, he now has available to his business a wide variety of communications channels and verticals to communicate en masse, or in targeted fashion, saying everything he wants to say, for the cost equivalent to one employee.
Considering that only a few short years ago he wouldn’t expect much change from $1m for a comprehensive marketing campaign, he is over the moon of course!