For too many businesses, marketing remains an expense item—a necessary cost of doing business – not a strategic driver of profit. But what if marketing wasn’t just an expense? What if, instead, it operated as a profit center—accountable for delivering measurable,...
If end-of-year sales results against the 2024 marketing budget were lackluster, it may be time to shift thinking on budget planning. For decades, a rule-of-thumb for setting marketing budgets has reliably been a simplistic percentage-of-previous-sales formula. We’re...
6 ways to optimize marketing ROI during economic uncertainty Depending on whom one asks, anywhere from 30 to 35 percent of North American firms plan to increase marketing budgets for 2025 – apparently the lowest number to do so of any region in the world. Why the...
When developing next year’s marketing plan, the first objective should be to spend less on marketing in the New Year than you did last year. Pretty reasonable, considering the economic roller coaster that we’ve been riding over the last 18-24 months. Plan ahead...
By Julius C. Dorsey Jr. It felt good to go back to my hospitality “roots” during the stimulating dialogue on competitive strategy for restaurant success with the Cleveland Restaurant Alliance of the Ohio Restaurant Association yesterday. As those attending discovered,...
