Adam T. Sutton

B-to-C Marketing on a Shoestring: Focus on Customers

July 10th, 2008

Tracy Drumm found herself in an unpleasant situation three years ago. Tracy, the Marketing Director for plastic surgeon Steven Dayan, MD, FACS, was told that she had to clamp down on marketing spending, big time.

She didn’t panic, though. Instead, she got creative.

The full story is way too long for a blog. The short story is she started looking at tactics that cost almost nothing. She focused on customers already coming into the office, so she didn’t have to spend money reaching them. Expenses were low and ROI went way up, she says.

Perhaps an experiment along the same lines could help your ROI? Carve off a portion of your marketing team. Tell them they’re allowed to spend $500 or less for the next month and still bring in revenue. Allow the rest of your department to run normally. The experiment could reveal new ways to make money at rock-bottom prices.

Or not, of course. But so what? Tracy had to do it. And she proved that you don’t need a big budget to get results.

Adam T. Sutton

About Adam T. Sutton

Adam T. Sutton, Senior Reporter, MarketingSherpa
Adam generates content for MarketingSherpa's Email and Inbound Marketing newsletters. His years of experience in interviewing marketers and conveying their insights has spanned topics such as search marketing, social media marketing, ecommerce, email and more. Adam previously powered the content behind MarketingSherpa's Search and Consumer-marketing newsletters and carries that experience into his new role. Today, in addition to writing articles, he contributes content to the MarketingExperiments and MarketingSherpa blogs, as well as MECLABS webinars, workshops and summits.

Prior to joining MarketingSherpa, Adam was the Managing Editor at the Mequoda group. There he created content and promotions for the company's daily email newsletter and managed its schedule.

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