Money Spent, Nothing Gained

The Cost Of Ineffective Marketing

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Too many businesses sink money into marketing that simply doesn’t work. Some put their trust in agencies promising quick wins at unbeatable prices, only to be let down when the results don’t follow. Others take the DIY approach, spending time and resources on channels that miss the mark. To understand where things go wrong, and how to fix it, we sat down with Jody Euler, Director of award-winning agency Redhotblue, to uncover the biggest marketing mistakes and how businesses can make every dollar count.

How can a business owner tell if their marketing agency isn’t working for them?

If, as a business owner, you feel you are always pitching ideas to your agency, then it’s probably time to reconsider. A marketing agency should drive ideas and challenge the thinking of their clients - drawing on their experience and knowledge – not be providing cookie-cutter approaches.

What are the most common ways businesses waste their marketing budget?

Not having a plan is the quickest way to burn money. Activities decided on in isolation may seem like a good idea at the time, but collectively everything should work together. You need a plan to ensure you have allocated your budget appropriately. All too often clients chop and change based on the latest trends, a new offer, or what a competitor is doing.

Where do you see in-house marketing falling short in terms of budget allocation?

Lack of industry experience, media connections, and a narrow perspective are often what derail in-house marketing. While brand guidelines need to be respected, understanding how to navigate them without compromising the creative or producing bland outcomes comes with experience. It’s also common to see businesses invest in marketing that feels comfortable or familiar to themselves, but in fact doesn’t resonate with their audience.

What are some of the biggest misconceptions business owners have about marketing spend?

Often marketing is overlooked for two reasons.

1. Business is going well and therefore they believe they’re in a good position. If this were the case, we wouldn’t see the most well-respected brands continuing to promote their offerings.

2. They don’t believe it’s necessary. Business owners doing nothing in the marketing landscape will eventually fall behind, while their competitors forge ahead. In this day and age customers have access to so many options, so why would doing nothing be a good idea?

How does your agency help businesses avoid wasted marketing spend?

Strong messaging with tailored creative, delivered through the correct channels is how we approach everything regardless of budget.

How do you help clients shift from ineffective marketing tactics to a more strategic approach?

It starts with getting to know them, not just the business, but the person behind the decisions. We spend time in this space because experience has taught us that when clients understand the why, it changes everything. Often, it means going back to the fundamentals so we can build a clear, strategic path forward. True marketing strategy isn’t about chasing the latest trend or favouring a platform, it’s about intentional, purpose-driven decisions that align with long-term goals.

What would you say to a business owner who is sceptical about hiring an agency because they’ve been financially burned before?

One setback doesn’t mean the same outcome will follow, there is always a better path forward. My advice when choosing the right agency is to do your homework. Look beyond what they say and check their track record. Read client testimonials, review their past work, and don’t be afraid to ask questions. The right agency will welcome it.

Where possible book a consultation. It’s the perfect opportunity to see if the agency understands your goals. Whether you're looking to elevate your brand, grow your audience, or capture more market share, you need a team that not only has your back but also has the experience to take you there.

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