
Do What Works
It’s easy to blow your budget on a marketing campaign without a clear sense of direction or an evaluation system in place if you aren’t careful. As a Marketing Communications consultant, I have often found myself presenting proposals to clients who get so caught up and excited about the potential of what could be, that they fail to focus on the not-so-fun task of evaluating the project’s potential success (or failure) upon completion. They are blinded by their own enthusiasm