Perhaps as a corollary to the previous post and something that most savvy folks in marketing and the word-of-mouth arena know....when do you stop spending your money on marketing a product, and start spending money on improving it?
Here in Florida the state tourism marketing group is asking for an additional $34.3 million, or a 139% increase in funding to market the state as a tourism destination. Tourism is one industry that has seen a major shift in the way consumers research and spend their dollars. Can you say TripAdvisor?
So, is it better to spend $34.3 million on marketing the state, or actually improving the attractions and 'natural' amenities?
Visitor Comments
They should start with the rest stops off of the Turnpike...then just flatten the area of Miami I grew up in and start from scratch...
Posted by: sherry heyl | April 4, 2007 8:25 PM
I think too many assume that marketing IS promotion. Not necessarily true. Promotion is a component of marketing mix (the 4 P's), with Product being another. Not trying to split hairs here, but perhaps what's needed is a definition of how (if at all) the marketing dollars would be distributed amongst the various components of the marketing mix.
Posted by: Matt Certo | April 6, 2007 10:31 AM
Good point Matt, but it seems that all too often an agency is brought in after much of the product development is completed. That's not the agencies fault though.
Posted by: Josh Hallett | April 6, 2007 10:33 AM