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many operators are embracing market- ing more than ever. They see the value that strategic, integrated programs can bring to their organization as they build preferred brands, win new con- tracts and increase business. As more operators join this trend and begin to explore new marketing activities — some perhaps for the frst time — the question comes up again and again: Can I really make a big impact with a modest budget? The answer is a resounding "yes!" Certainly a company can accom- plish more and infuence farther- reaching markets with more resources at their disposal. That is only logical. But the fact of the matter is that suc- cess in marketing comes mostly from execution, not from budget. Well-executed, modest marketing programs can be wildly successful in achieving their goals. Conversely, big-budget campaigns that are launched without the proper strat- egy and planning will most likely become big-time failures. Commit to your marketing plan As with most endeavors, marketing is only effective when you commit to doing it right from the beginning. Taking a half-hearted, inconsistent approach will only waste your money and make you a marketing cynic. Both are bad. Put someone in charge. You can't expect any major project in your operation to get done properly unless someone "owns" it. Imagine installing a new vending manage- ment system (VMS) without a proj- ect lead to drive the process. That's a recipe for disaster. Just like a new technology install, your marketing program is an important investment in your busi- ness. Like any investment, it needs support and enthusiasm behind it before it can pay back benefts to your organization. A strong leader will keep your program from falling Marketing for effect: Make a BIG IMPACT with a small budget By Rich Carango, Contributing Editor T BUILDING BLOCKS FOR SMALL- AND MEDIUM-SIZE OPERATIONS B U S I N E S S B A S I C S hings are the same all over. As the global economy continues to kick us around, companies every- where try to do more with less. Perhaps nowhere is that issue more poignant than in the vending industry. Vending operators face shrinking margins and increased competition. That's not news. As it becomes harder and harder to get the dollars to come in, operators are much more careful about how they go out. However, even in this environment of heightened sensitivity to spending, Programs to build a brand, win contracts and increase business succeed not from the money spent, but from how the program is executed. Great marketing needs to be strategic, targeted and creative. 38 Automatic Merchandiser VendingMarketWatch.com April 2014 autm_38-43_0414BusinessBasics_F.indd 38 3/25/14 3:01 PM