1) Who really needs a marketing plan anyway?
Chances are your product is so good, it will sell itself. After all, that’s pretty much what the CEO said when he took the position to lead your company. Marketing is for products that people don’t really need, so they have to be convinced otherwise. Take the high ground, and forget marketing altogether. Let people find your brand without a website. Imagine the buzz that will create, and the money you’ll save!
2) Skip the outside ‘marketing experts’.
These people are posers. All they want to do is create marketing ‘campaigns’ that will cost you a ton of money in the hopes of gaining ‘lots of attention’. They like to win awards for ‘creativity‘. They’ll tell you all about the need for ‘brand strategy‘ and ‘integrated marketing‘. These are just words they made up to increase your budget. It’s always best to have your marketing put together by people who already work for you. That way, they’re easier to fire when things don’t work out as planned. Also, they tend to be much more afraid to try something new, since they work directly for you.
3. A logo is a logo is a logo!
If you know someone who can draw – perhaps your cousin? – that’s an excellent way to save money on logo design. What really matters most is your product, not the fancy design that goes outside the box. This is just one more example of marketing shenanigans that creative types will try to sell you. They may even ask for thousands of dollars just to come up with something you could fit on a postage stamp! Don’t be taken in. Apple sells millions of iPhones because they work well, not because the logo looks really cool.
3. Make the logo as big as possible. Everywhere.
This is another thing that drives business owners crazy. Let’s say you’re going to purchase a billboard along Rt. 101 in Silicon Valley to advertise your company. Your financial person came up with a great concept, but then you notice, the logo is kind of small and off by itself. Fire that person immediately, use the idea, and increase the logo size so it fills most of the billboard. After all, you want people to remember your company, right? Not some headline or fancy picture.
4. Blend in.
Study your top competitors, and do exactly what they do. After all, it’s working pretty well for them, right? Anything that gets too much attention is going to be a bad idea. People may say things about your company in the press that you don’t like. You may have to respond to posts on social sites, and who has time for that? Here’s an equation to keep in mind that never fails: Risk is bad. Safe is good. Repeat it like a mantra.
5. Change is for losers.
If you had a selling strategy when you started your company, by all means stick with it! Although it’s probably true that the marketplace will change dramatically in the next several months, remember to stay the course! Sales will lag for a bit, but if you have the patience to wait long enough, things may come right back around again – full circle. Your obsolete product may become the hit of 2026!
6. Have a bailout plan.
When your business eventually fails, keep in mind there are always careers in hotel management and restaurant supply. Hold your head high, and remember that the marketplace is very fickle. At least you didn’t throw away a substantial portion of your budget on advertising.