Where’d My Hat Go?

It’s a little windy in Ruston today. So much so that I think it may have knocked off my marketing hat for a moment.

I say that because I caught myself making a comment that I usually loathe customers to say.

You see, we’re helping to plan a community-wide baby shower to support Life Choices of North Central Louisiana*. As part of the publicity for the event, we placed a little over $600 in newspaper advertising. Today I said, "for that much we could have purchased around 41 cases of diapers. That's almost 4,000 diapers!"

In that moment I lost sight of the big picture. The big picture being that we are foregoing—risking, if you will—those 41 cases in the hopes that more than 41 people will respond and donate cases of their own. At the very least, all we need are 42 people to respond to make it have been a worthwhile investment.

The cardinal rule I broke today was viewing my advertising as an expense, rather than an investment. Executed properly, a marketing budget will provide a return on your money.

Ahhhhh… glad to have my hat back on.

-Sarah, Emogen marketer

*The purpose of the shower is to collect much needed baby supplies for Life Choices, a faith-based crisis pregnancy support organization. The shower is Sunday, May 2 at Christ Community Church from 2 to 4 pm. Gifts may also be dropped off at Super One any time this week. Financial donations are always welcome and may be mailed to Life Choices at 211 West Texas Avenue, Ruston, LA 71270.