Photo Credit: Mashable
This week Google did something they’ve never done before. Never. They put an ad on their main search page for their forthcoming tablet. Not messing with the minimalist design of the page has been Google gospel since the early days, so this came as a shock to many.
While you’ll either love or hate their decision, it’s a bold and fascinating move. And while few of us have a hammer this big in our toolkit, it begs the question, “When do you roll out the heavy artillery?”
Consider two options:
1. In a crowded marketplace, you might choose to come out strong, attracting as much attention as possible in order to gain an audience early, replenish your resources with early sales and build on your early success.
2. A more cautious approach might see a more measured, deliberate doling out of resources, building slowly and hoping to develop a relationship with the audience like an old-fashioned courtship.
Is one of these paths better than the other? It depends. Both have merit if properly managed and both must be approached strategically.
We might consider a hybrid of the two: make as big a splash as you can at the outset while leaving a few clubs in your bag for down the road.
Intuitively, this makes some sense. You will never have a better chance to command attention than when you’re shiny and new. But, leaving some resources at your disposal means you have the ability to support your ongoing efforts and respond to unforseen activity in the market.
As with most marketing decisions, deciding when you should expend your resources is more a matter of “Why” than anything else. Starting with a plan ensures you make these decisions for strategic reasons rather than as a kneejerk response to what’s going on around you.