Monday, April 11, 2011

Marketing Dollars: Gambling Off Limits

By Lee Clark, VP, Business Development, Nye & Associates

So, I’m at a convention in Las Vegas recently where I'm waiting to be seated at Mesa, Bobby Flay’s restaurant inside the Bellagio.  To kill a few minutes I sat at a slot machine.  I’m the first to admit I’m not a gambler, and so the idea of tossing money into this glowing metal piggy bank wasn’t enticing.

However, since our group was occupying the seats, I felt like we should at least drop a few quarters.  And so that’s what I did.  I dropped in and quickly lost $4.25.  Now, to some that may not seem like a lot of money.  Fact is, it might as well have been $100.  Not to say some don’t go to Vegas and strike it rich, but I personally witnessed a lot of gambling and a lot of LOSING during my visit.  This made me think of how important it is that companies NOT gamble with their marketing dollars. They’re so far and few between these days.

I think it’s important that companies invest where it makes sense.  Many times this is tied to promoting the right message to the right audience using appropriate creative.  Targeted approaches are becoming increasingly important as marketing dollars dwindle, and with the advent of the Internet, social media, mobile device marketing, QR codes, etc., the options are so vast.  Here at N&A, we consider ourselves experts in getting our customers the biggest bank for their buck.  We’ve proved it for 33 years, and we’re still proving it today, with local, regional and national accounts.  Are you in need of precise targeting to help build sales and drive traffic?  If so, hit me up at Thanks!


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