I’ve talked about the the main two types of marketing strategy –

• The billboard approach. Put yourself out there and hope to be remembered when somebody wants your offering
• The search approach. Be where people will look when they want what you’ve got.

Both are valid methods and the choice should depend upon your offering and your target market. But just diving willy nilly into one or the other is almost certainly going to result in a waste of your marketing spend.

I was in George recently and was struck by the inappropriateness of this advertisement –

I mean, really? There we are strolling along the promenade, breathing in the sea air and thinking, perhaps, of a bag of chips or an ice cream, and these guys think I might need a plumber?

What a total waste of advertising spend. You should constantly review your marketing strategy in order to maximise your return on investment.