Get creative with marketing dollars

I was talking with a client yesterday about their search for a new hire in the marketing department. He told me his best interview questions he was going to ask:

Imagine you are developing and launching a new product or a new marketing campaign. Choose one and walk me through the steps you would go through.

Once the applicant answered, he would follow it up with this question:

Now, you have to cut out one of those steps. What would you take out and why?

I thought those were good questions, given our current economic climate. Budgets and working conditions are less than ideal. So, what are we cutting out of the process? I hope we are not cutting out market research. Understanding the market and your audience's wants and needs are critical before launching effective campaigns, so you aren't just throwing your money around and hoping to get lucky. And, market research doesn't always have to be expensive. Maybe it's as simple as talking to your clients and listening to their needs.

Times are tight right now, so if you are being forced to cut your budgets, get creative. Our president, Tiffany Sauder, is writing a series of blog posts right now about marketing tactics that will cost you less than $500. Maybe you can utilize one of these tips to help free up your budget. Read Tiffany's latest tips here and here.