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Blog | Why a small marketing budget can be an advantage

jerry seinfeld

“If you grow up in a family where you have lots of privileges and there’s money around, you’re screwed.  You’re never going to get good at anything.” – Jerry Seinfeld

It’s a misconception that you need to have a big marketing budget to be successful.  Now, that’s not to say that you can expect to get high-quality work by paying insultingly low rates.  Nor does it mean that you can expect to advertise to an extremely wide audience, multiple times without a solid media plan.

When marketers don’t have a lot of budget, many of them are afraid of taking a chance with what little they have, so they play it safe with half-hearted efforts. One print ad per month.  A week of TV spots.  At least that guarantees people will see it, right?  No.  I’m sorry, but if you can’t get the critical mass to break through the clutter, none of it matters.

Not having resources forces you to be creative.  It forces you to think outside of the box because you simply don’t have any other choice.  When you have lots of resources, you can do whatever you want.  Ok, not anything you want.  You still can’t make fun of the Titanic in an ad.  But you can afford to be safe, non-controversial and avoid saying anything meaningful.  And you can just throw a bunch of advertising money at the problem to get people to remember you.

But problems create the capacity to handle them.  And if you focus on optimizing every dollar you have to develop the most meaningful, compelling, and intriguing marketing you can, when you do have more budget, you’ll be able to spread it that much farther.

Focus more on creating marketing that means something.  Take risks.  Seek to do things your competitors wouldn’t ever think of doing.  Figure out what works, eliminate what doesn’t.  Keep going.  Like Jerry says, “If life boils down to one thing, it’s movement. To live is to keep moving.”