Last week I talked about the benefits brought by having less budget. To continue on this “Less is More” theme, let’s talk about quality versus quantity.
When we think about return on investment, we often get caught in the numbers. One hundred people at an event is better than 10. More than 20,000 hits to a website is better than 5,000. It goes on. We are led to believe more is better, mainly because we feel this impresses the C-suite.
We have to stop and ask if more is really better. One hundred people at an event could be meaningless if they aren’t the right people.
The same holds true to development of your ads. One meaningful ad that connects with the right people — is worth five ads that don’t solicit a response.
An online campaign that enrolls 300 people to a wellness program is sometimes more valuable than a campaign seen by 10,000 who do nothing.
All this comes down to measurable goals and determining your objectives and target audiences, which we’ll talk about more in upcoming weeks. Remember, more isn’t always better, and, in some cases, five is bigger than 10.
– Melanie Thompson –
