Liệu người ta có thể cắt toàn bộ chi phí PR Marketing và để sản phẩm "hữu xạ tự nhiên hương''?

Liệu người ta có thể cắt toàn bộ chi phí PR Marketing và để sản phẩm/dịch vụ tốt của mình "hữu xạ tự nhiên hương''?
Bang Colorado (USA) đã nếm trải những ngày cay đắng khi xoá sổ ngân sách dành cho quảng bá du lịch của họ. Một bài phân tích hay của Dr. Bill Siegel, Chairman & CEO, Longwoods International:

"In 1993, Colorado became the only state to eliminate its tourism marketing function, when it cut its
$12 million promotion budget to zero. As a result, Colorado’s domestic market share plunged 30% within two years, representing a loss of over $1.4 billion in tourism revenue annually. Over time, the revenue loss increased to well over $2 billion yearly. In the important summer resort segment, Colorado dropped from first place among states to 17th.
It took until 2000 for the industry to convince the legislature to reinstate funding with a modest $5 million budget. Research tracked the effectiveness of the state’s tourism campaigns over the next few years, and demonstrated an ROI of over 12:1. In 2006, Governor Bill Owens signed a bill upping the tourism promotion budget to $19 million. By 2007, travel to Colorado rebounded to an all-time high, with
28 million visitors spending $9.8 billion enjoying their trips to the state.
The Colorado saga provides a cautionary tale for financial decision-makers who, in these difficult economic times, are naturally looking at major cutbacks in all areas, including promotion. It clearly illustrates that marketing is an essential net generator of revenue and profits to the organization, not a cost.

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
- John Wanamaker, Philadelphia merchant, c. 1900"

Đọc tiếp tại đây: http://www.longwoods-intl.com/wp-content/uploads/2010/11/The_Rise_and_Fall_of_Colorado_Tourism.pdf
 

nguồn ảnh: www.disputedwaters.com