Measure twice, cut once.

My dad, who made his living working with wood, hammered that axiom home with me (no pun intended). In marketing, it's equally applicable - especially in lean times. I have met with countless clients who seemingly structure their marketing plans using the old "rep in the doorway" approach. A media rep shows up, looking particularly attractive that morning, offering the deal of the century on (FILL IN THE BLANK). Almost without a thought, the contract is signed and the money is spent...marketing mission completed for said month/quarter/season, etc. Not long after said rep's perfume has wafted out of the office, said client awakens to the fact that said deal did not produce. Is your business doing so well that you can afford to continue the old "rep in the doorway" approach to marketing? My guess is probably not. My suggestion is to measure twice, cut once before you spend. Define what you want to achieve, build a plan to specifically achieve it, and by all means, measure the results along the way. You'll cut waste, improve results and effectively push back against the ill tide that has affected just about everyone's business. And all for a few meager ounces of forethought. Call me at 214-750-6601 if you want to discuss your marketing plans. I'll be happy to help.