Pick and choose your battles

There are a lot of fast food restaurants out there. McDonalds created an entire industry based around low prices and eating out. Seth Godin contemplates what a marketer can do. Do they create demand in the product or do they put themselves in the mix when the customer is ready to make a decision.

Bozo’s hotdogs isn’t going to make a commercial that gets you off your couch and into your car to get some fast food. Bozo’s hotdogs would more likely open up near a McDonalds and try and get you to pull into their driveway. Bozo’s hotdogs is putting themselves in the mix. That’s where most smaller players survive.

Focus on what you’re trying to do. Rather than spend $10k on a commercial, maybe you’re better off getting a better sign outside your restaurant or a better drive thru.

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