Continue to break your marketing budget into smaller and smaller portions. Having thousands of Creators helping you build BRAND LOVE will significantly increase your MARKET VALUE (your future purchase price) regardless of your current portfolio of products and services. 

Brand Love

This is in sharp contrast to giving your entire marketing budget to just a few agencies. Agencies cannot operate on a few dollars. Creators can! They go way beyond the usual call of duty for just a few dollars (“tiny budgets”)! You can FEEL their appreciation! Their one billion daily active users (DAUs) can FEEL that love as well!!  

It’s hard to believe that a “feeling” can be transmitted electronically but it CAN! 

This is your marketing budget design for 2019 and beyond. Let your BRAND manifest itself through lots of LOVE in thousands of “tiny budgets”. 

Creators not only impact a Brand’s immediate revenues BUT their long term market value.

Agencies by definition have their own P&L to be concerned with. Creators don’t!!! They only operate for FAME (NOT FORTUNE).

Significant ROI using Tiny Budgets

How do you measure your ROI?!

SALES is NOT MARKET VALUE! The same way RENT is NOT PROPERTY VALUE! At the closing table, the purchase price of your real estate is influenced by its annual rental income BUT certainly is not the primary factor for determining Fair Market Value (FMV). 

Your business’ market value is influenced by your sales and growth BUT it is NOT the primary factor in determining the FMV of your business. That is and will always remain to be the GOODWILL of your BRAND! It’s called “Goodwill” in accounting for a good reason. Demonstrate your “goodwill” and it WILL show up on your financial statements (but only at the time of a buyer acquisition of your business).

Unfortunately the “BUY NOW” button has polluted Marketing into being measure quarterly and annually on the P&L and the NOT the BALANCE SHEET. 

Brand Love is a BALANCE SHEET investment! 

How do you implement Tiny Budgets:

You can do CLOCKWISE or COUNTER-CLOCKWISE economics. Counterclockwise has a more profound impact on your Net Worth. Clockwise has a more profound impact on your cash flows.

Written by John Rector

John Rector is the President at Social Media Target, LLC. He is the co-founder of E2OPEN. At IBM, he implemented Supply Chain Management (SCM) solutions at the top 50 electronics companies in Asia, The Americas and Europe. He is the winner of six Golden Circles.

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