Whenever we are asked what changes we recommend one makes in their marketing budget, our answer is always the same. Strengthen the core (what is working and producing results), and abandon what is not working. Pictured above is the Westerlay Christmas tree from 2018. It is decorated with cymbidium flowers which are placed in a sealed water tube, so that it lasts through New Year's day.
Pictured above is the 2019 version of their Christmas tree full of phalaenopsis orchids. Earlier this month, I went into the store to buy a new cymbidium. I was told that they were no longer growing cymbidiums, as they took up too much space in the greenhouses and were seasonal. Instead they opted to increase their phalaenopsis production which is a year round flower to meet their growing demand.
When working with our clients, we analyze their results. If a certain form of advertising is bringing in results (sales, inquiries and listings), we strengthen them. If not they are jettisoned.
It is really very simple, strengthen what works and abandon the rest!