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We are super excited. We were hired by the amazing summer camp “Camp Morasha” to produce 13, yes, THIRTEEN commercials over the summer for them. Jeremy Joszef, the camp director, approached me three months ago with the idea to do a real commercial onslaught to make this camp even more popular and successful.
Camp Morasha Grows & Grows
Bear in mind, they have been growing since 2011-2013 from around 500 to over 750 kids this year. And that’s even more puzzling because many people I talk to from camps tell me that they have been losing numbers from year to year. So, what do Jeremy and his staff do differently?
The Math Of Marketing
Let’s back up for a moment. Most businesses and organizations think they can just throw in a few thousand dollars, produce some cheap videos and hire a social media intern. Then that intern sets up a FB page, a Twitter account and sends some emails around. Then they think that this alone gets them to grow leaps and bounds. Unfortunately, the reality is very different. That kind of unplanned strategy and lack of focus in marketing doesn’t pay off. Instead, it does two things:
1. This approach usually creates bad films/ads for your brand name and it starts “de-branding” your business/organization. People feel repelled from coming to or buying from you because they perceive that how you present yourself is what they will get. Bad advertising = bad product.
2. You still spend a couple of thousand dollars and you still have no return on your investment whatsoever. So, you might as well flush that money down the toilet or have some fun with it.
No Second Chance
Whatever you spend on the internet or on tv will directly reflect who you are as a brand. You usually have no second chance of correcting a badly-produced image film or a half-baked ad campaign.
A Few Hundred $$ For Millions
A few of our potential clients want to raise millions of dollars, but don’t want to spend more than just a few bucks. There is just no (consistent?) way of raising a couple million $$ by investing a few hundred dollars. If that would be true then we all would just do that and hang out on the beach.
According to Business Week a rule of thumb is that you should spend between 5-15% of your revenue on marketing.
Shmuel, How Much?
How much should you spend? It’s really defined by how much you want to generate or grow. So, if a client wants to fundraise millions of dollars they should have a budget of at least a hundred thousand dollars.
Again, don’t just market with any budget. Set goals and then calculate a comfortable budget that stays within a realistic ratio (5-15%) that you have available to invest. Then everything should go according to plan.
Camp Morasha’s Secret
It’s no secret. Jeremy of Camp Morash understands that and that’s why he’s investing heavily into marketing his camp. And this has resulted in growth. He calculates how much each camper pays for the summer, how much he wants to grow next year and based on that how much he should spend on his advertising. Since he increased his camper base to around 80-90 new kids, a good ad campaign can be paid by getting just 10 more kids annually. That’s a great ratio and let’s face it, 10 more kids to pay for your ad campaign is not a miracle. The miracle is that almost ten times sign up each year by a small investment.