(Extracted from The 1-Page Marketing Plan by Allan Dib)
… a major problem arises when small businesses try to imitate the big brands with this type of marketing.
The few times they run their ads is like a drop in the ocean. It’s nowhere near enough to reach the consciousness of their target market, which is bombarded with thousands of marketing messages each day. So they get drowned out and see little or no return for their investment…
It’s not that the small businesses aren’t good at “branding” or mass media ads. It’s that they simply don’t have the budget to run their ads in sufficient volume to make them effective.