Marketing: An Economic Force!

Marketing is expensive! I've spent a small, but controlled fortune promoting Art of John French. It's insane!
  As I was driving to my other career one predawn morning this week, I noticed a billboard illuminated boldly by a spot light. I had probably seen the billboard a hundred times, but for some reason, I never really paid attention to it. I thought to myself: That light has got to cost that advertiser a lot of money!
   Then I looked around at the other billboards. Most of them were not flooded with light, so I couldn't see what was on them. All I could see was their hulking shadows atop their massive frames, supports and columns. Have you ever really looked at a billboard? Not what's on it, but what it is.  They're huge! 
   So I thought about the construction company and crew that drove the supports into the ground, built the frame, and put the sheathing on the front. I thought about the lumber they bought, and the truck that delivered the lumber. I thought about the electricians who installed the light, and the maintenance people who take care of the whole thing after it was built.
   Then I thought about TV commercials, and how costly they are. Especially Super Bowl commercials! They fetch a high price because millions of people will see them. The cost per sale has got to be very low!
   Marketing is big business, because it's important! Heck, there's even a college degree for advertisers!
   But is it all worth it? Thousands of people will see a billboard, but how many will remember it? Of those who remember, who will care?
   Millions of people will see a commercial during the Super Bowl, but it just so happens that those costly commercials are fairly well targeted! The commercials advertise soft drinks, chips, and beer. What are most people doing right then? Hell yeah... Partying!
   So yes, marketing can be costly! But you aren't trying to sell a billion cans of  Mountain Dew. You're trying to sell a one-of a-kind piece of art. With a little creativity, some homework, and a lot of focus, you can reach a good number of the right people for a small cost. It's important! If it wasn't, billboards would be smaller!