Bigger is Better Right?
Carl Messenger-Lehmann
Experienced Marketing Professional with a Passion for Driving Business Growth and Building Strong Relationships
Don't Be Nasty.
This week we successfully hunted and trapped a Christmas tree, then brought it back to our home. In the field, it looked a little big - but manageable. I was wrong.
It took 2 full-grown adults to drag it out of the field, (that should have been our first clue) It took longer to tie onto the car than it did to hike into the field pick the perfect tree and drag it back.
It couldn't go through the main door - and had to be brought in through the 4-foot wide patio door. It required a new (very expensive) tree stand because the other one would topple over.
When we released the tree - it was almost 8 feet in diameter. It's 11 feet tall. It's a BIG tree.
More lights and decorations were required. The tree had to be relocated from its usual location in our house. Furniture had to be moved.
So the question is - Is Bigger really Better?
In the marketing world, much is made of "Impressions" and "Click-through Rates". But I've always felt it to be disingenuine. It's a bit like saying 2 million people drive on the 401, and pass your tree every month, and extrapolating that to be a successful campaign. If you are going to deploy a marketing campaign - you should focus on Conversions / ROI / Engagement.
Too many marketers obscure or strategically present numbers that look more favourable to meet their own needs (their next order / a renewed contract / ongoing business).
My Point?
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Bigger numbers don't mean Better numbers.
At the end of the day, it's really about how the numbers impact the bottom line. Performance matters.
To be fair - sometimes that's really hard to track. We have clients that have no visibility on their end customers (they are wholesalers and brands that don't interact with the people who consume their products.) There is no direct line between marketing and revenue. But even then - with the proper tags in place, conversion tracking is possible.
Marketing is numbers-driven, but the question is - are you seeing the most relevant numbers?
Our new tree is Bigger, it has lots of space under it - so let's hope that converts into more presents :-)
I Assemble Boards of Growth-Minded Business Owners in Mississauga and southwest Toronto
2 年Thanks for pointing us at the right numbers to watch Carl.
CIBC Wood Gundy - Working with Great Lakes Investment Group - I help executives and incorporated individuals to unlock smarter strategies, save more, and achieve the retirement they've envisioned - on their terms
2 年great piece here thanks for sharing Carl
Principal at Instant Imprints | Strategic branding and brand recall specialist
2 年I cannot believe you actually transported it in that manner Carl. I am a fan for BIG is some cases (not banking or telecom, where they suck) but for the better part, small is better. And working with data driven insights that you bring to the table helps the small business all the more. Wish you get as many presents to cover the dia of the tree!!!
Director Business Development at HI-Performance Construction
2 年Looking forward to your expertise in the coming months and years Carl due insights such as these. Great article and beautiful tree.
CEO & Founder of Necesse Naturals Inc.
2 年I like your Christmas Tree! And I do agree about this "Bigger numbers don't mean Better numbers." Thank you Carl Messenger-Lehmann for the post.