When A Big Fish Becomes A Little One | Applying The Aim High Marketing Concept.

I'm not talking about adventure sport fishing or spinning yarns around the lodge about the big "fish" that got away.

But one advantage in marketing is that when you are aiming for a target using the aim high concept. Quite often you end up smelling like roses after the dust has settled.

Whether it's vanity or the thoughts of reaching financial freedom that motivate some of us to set such high goals for ourselves. It shouldn' t be such a suprise when those sometimes far-reached goals often come crashing down before us. Sometimes the aim high method does have it's rewards and this is such an example.

Recently, our marketing company was approached by client x, who needed some online marketing and some visual branding online. Client x cames to us with a very large advertising budget not really knowing what to expect after leaving telemarketing behind due to the new regulations on telemarketing.

We responded with a seriously robust and yet cost effective and time delivered proposal, that would have left any savvy new media seeking alternative to advertising advocate foaming at the mouth for such a campaign.

Still managing to give them exactly what they wanted at 10 % the cost of the local competition wasn't completely whet they wanted. Where the several weeks of negotiating and time that went into creating the proposal completely wasted?

Not really. In the end they decided to go with one part of the initial campaign that we had proposed, which was a contracted 6 month service for online marketing. It wasn't the 12 month monster we thought we hand landed initially. But it was a nice size fish all the same.

The great thing is that we we are able to deliver to the client in a timely manner exactly what they asked for and succeeded in our reputation. The other advantage in regards to the aim high method is that we aimed high and still hit our target in obtaining the new customer.

In business you have to remember that a fish is a fish and in most cases a little fish can mature into a big fish.

When it comes to marketing you have to ask yourself,"Would you rather be know as company that just always landed big fish?", or " Would you rather be known as a company that helped little fish become big fish along the way".

This is much like the controversy over quality versus quantity. But most of us have learned already, while quanity in any form is nice to have, most of us would also agree that quality business is what drives a lasting impression with the majority of customers both on and off-line.