This strip goes to show us how dysfunctional some offices can be. Alice decided to double Dilberts workload by suggesting to their boss that having 2 computer screens instead of one, means you should be able to do twice as much work.
To some people this may make sense, but is it realistic? I don’t think so, especially when it comes to marketing. Doubling your efforts probably wont double your output.
About this time last year I had a client in a fairly large metropolitan area that saw great results from our email broadcasting. We were reaching out to the closest 250K consumers that matched our clients demographics and ideal purchasing behavior. When the client asked to double the audience size, we happily obliged. However we didn’t realize that he was expecting everything from the campaign to double.
When we doubled the audience size, the client was aware that we expanded the geography slightly to accommodate his request. In doing so, we altered several variables and our end results were noticeably lower than when we were targeting a smaller and closer audience.
Balance is key
There is a concept similar to Supply and Demand that applies to marketing efforts. The “Equilibrium Point”, where ROI is maximized will constantly be shifting similar to supply and demand.
Finding this point is kind of like playing a game of Marco Polo. You shout “Marco” and reach out to a specific audience, in a specific geography with a targeted message and you wait to hear the “Polo” results from your efforts. You can always try to get better with your marketing and increase your ROI.
When making changes to your marketing, make sure to clearly identify how specific aspects have impacted your result. Changing one variable at a time can be time consuming, but patience will allow you to finely tune your brands messaging and lead to continual growth!