Nation-marketing: now THIS is a serious promotional event!

Marketing as a business function includes all those activities that foster a positive relationship with the target firm, cause, organization, or government entity.  This means that the sponsor does all it can—and afford to do—to cultivate the desired relationship it seeks.  Most individuals think of those relationships as being economic, or financial ones, but these kinds of transactions are only a sub-set of feasible outcomes desired when doing marketing. 

On problem a lot of us have in the business is the rejection of our promotional plans because the people we report to think that what we want to do is too costly and outrageous.  They declare, “Are you crazy?!! These costs are prohibitive—what you’re proposing will cost ‘way too much!  Get out of here and come back with a new plan and budget!!!”

If you are, day-to-day, involved with planning and executing promotional activities, you know how much some of these kinds of undertakings can cost—grand promotional activities are never cheap!  The next time your boss says that your proposed budget is ‘way out of line—show him or her this roughly three and a half minute clip of the 60^th Anniversary of the People’s Republic of China—now this exemplifies what’s too costly to consider imitating. 

[After you view it you’ll see how memorable and impressive the event was; by the way, this is a very well-executed video production—this videographer knows how to get the job done!  You’ll also have a vague sense of what it might cost to replicate it.  As for my estimates, I’m thinking in terms of an entire cargo container ship [or two] carrying only tightly-bound bundles of high-denomination currency. And, if you think this is like the Rose Parade or Macy's Thanksgiving Day Parade, think again!  Try to find even one corporate sponsor at this event!  You won't find any! This event was underwritten by a single entity!]  

Okay, after you've shown this to your boss, invite him or her to reflect on how down-to-earth and unpretentious your next promotional concept—and costs--are!  Compared to this, your proposed promotional budget will look like a bargain--it'll seem down-right cheap!  

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