Conjecture: Why startups and budding brands should spend zero on marketing
Everyone knows that the web has changed the marketing landscape. Most folks are too busy fiddling with their iDevices to pay attention to commercials when watching normal television. Many others dread 30-second commercials that play when watching content online (and thank the Heavens when YouTube presents the option to "Skip" when the marketing content is even longer). We have long ignored traditional banner ads.
The bottom line for early stage companies is that money spent on marketing is effectively equivalent to making it rain at the strip club. Sure, you look cool, you feel good for the moment and somebody gets richer, but you don't have much to show for it once the deed is done. That is why this particular activity should be left to the big dogs who can afford it. I am certainly not the first to say this, check out Awareness Building is a Waste of Startup Resources from ~6 years ago (i.e. 40 dog or internet years ago) for example.
What startups need is to build a legion of strong supporters, early adopters who identify with the brand and can help bring on new customers through good, old-fashioned, word-of-mouth referrals.
My conjecture: The strength of a supporter is inversely proportional to the marketing dollars spent to acquire her.
In other words, the more money spent to get the attention of a prospective buyer, the less likely that person is to become a true fan of your product or service, especially in the early stages. On the other hand, you increase your chances of finding strong supporters by spending little to no money on marketing, and instead sparking a dialogue with potential customers by:
identifying your target market,
producing content relevant to said market, and
strategically delivering this content to them using well-thought out (read: creative) distribution methods.
When you meet someone you hope to build a lasting and meaningful relationship with, would you rather spend time discussing similarities, engaging on dreams of the future and getting to know one another better? Or would you rather spend all your little money trying to buy lavish presents hoping that it pays off in the long run?
After all, they say it ain't trickin if you got it. And if you're just starting out in your business endeavor, you probably don't.