From the 2008 ScLoHo Archives:
Along with the paid work I do, I also consult a couple of non-profits in the area of marketing and advertising. I’ve discovered that there is a tendency to look at the advertising options being offered without having a strategy in place.
By a strategy, I mean things like: determine where your future growth is going to come from, picking a target market that needs what you have to offer, and also decide what makes you unique in the eyes of your customers and clients.
(On that last one, it must be stronger than, “we care and we provide good prices and service.”)
Then, once you are armed with a direction to go in, you can look at the advertising options that you have been presented with and see which ones fit.
Anything else is like hopping on the highway without having a clue as to where you are going. You can drive really fast (spend lots of money), but never reach your destination. If you need help, contact me at firstname.lastname@example.org.