“The first time our marketing people referred to [Rogue] as an agency, I said I was offended. In my experience with agencies, we have a discussion, you decide what you’re going to buy, you place the order….and if halfway through the campaign it isn’t working, that’s just the way it is. We’ll buy something different the next time. But that’s not the way the Rogue guys do it. If we sign up for something and halfway through the campaign it isn’t working, we change it right then. It’s real simple: when people say, ‘Jerry, you spend an awful lot of money on your…marketing.’ I say, ‘But it works. How many other programs are popping off 75, 80 students registered?’ And that shuts everybody up.”
Audience Building 101:
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