How to Waste Your Marketing Dollars

4. Don’t over-economize.

A niche, upscale catalog experienced several prosperous years. So no one was concerned when cutbacks were needed to offset excesses in other areas. The catalog still looked fresh with outtakes from prior years. But by the third year of cutbacks, the catalog was definitely suffering, and so were sales. Cutbacks originally planned as minor and temporary had gone too deep, setting off a spiral of smaller budgets, weaker catalogs and less sales.