- Original Poster
- #1
If you're a mega-enterprise, marketing spend is likely spread across the mediaverse as if it was butter on toast - full coverage without fear of running out anytime soon.
A quick primer on ATL, BTL and TTL (above the line, below the line and through the line):
http://www.revenuebuilderblog.com/2013/10/atl-btl-ttl-marketing.html
However, for small businesses, how many people look to do anything other than below the line, where you're trying to get conversions?
Personally, when someone talks about brand building campaigns and it's in the context of a micro, small or medium sized business, I immediately discount the approach as a waste. After all, how many brands are you familiar with, when they're this sized? Is it because they've invested heavily in above the line advertising? I doubt it!
I've always believed that marketing has to be a net positive ROI venture and that to do this, you measure cash input and revenue generated, along with gross profit returned - and that's what helps you decide whether you should spend more.
How about you - what's your take on brand-building and above the line advertising for small businesses?
A quick primer on ATL, BTL and TTL (above the line, below the line and through the line):
http://www.revenuebuilderblog.com/2013/10/atl-btl-ttl-marketing.html
However, for small businesses, how many people look to do anything other than below the line, where you're trying to get conversions?
Personally, when someone talks about brand building campaigns and it's in the context of a micro, small or medium sized business, I immediately discount the approach as a waste. After all, how many brands are you familiar with, when they're this sized? Is it because they've invested heavily in above the line advertising? I doubt it!
I've always believed that marketing has to be a net positive ROI venture and that to do this, you measure cash input and revenue generated, along with gross profit returned - and that's what helps you decide whether you should spend more.
How about you - what's your take on brand-building and above the line advertising for small businesses?
