We all know the old saying : “ 50 % of my marketing works ; I just don ’ t know which 50 %.” You know that is the approach to marketing that I grew up with in the ’ 80s and ’ 90s . When I grew up in our family business , my father would spend hundreds of thousands of dollars in marketing to promote our retail home-andgarden centers through television , radio , and newspaper ads . These were all very traditional methods , but we never knew what was working and what wasn ’ t .
We used to joke in that business that when the sun was out , we looked like marketing geniuses . When the sun was not out , nothing we did would work ! You know , thinking back , it makes me wonder how much money we wasted and whether we needed to market at all , because the sun dictated more than anything else if we had a good season or not . Having said that , marketing has come a long way since then .
With the advent of digital marketing and companies like Tulip Media specializing in digital marketing , we ’ ve learned firsthand and we see every day how having measurable results in your marketing is not just for the behemoths of the world that have the resources to do focus groups and market research and so on .