So, Canada is inviting the 'world' to visit and is spending $2 million on a fake lake as a 'marketing pavilion'. Many people are angry since they see this as an unfair use of their taxpayer money.
The truth is, businesses spend much more on marketing all the time, so a cool $2 million is not such a large figure. Most of the difficulty that Canadians such as myself have is that we feel the government is spending 'our money'.
The truth is, in a business scenario, businesses can spend the shareholders money in whatever way they please, so long as profits are realized. Generally before this would be approved, business managers and marketing executives would all get together and review the suggestion. Risk and expected ROI would be inspected and there would be the chance for input. Shareholders would also have the chance to withdraw their support.
So, since the government has gone ahead and made this without consulting the general populace, who are essentially stakeholders in Canada, I would like to know the governments' expectations for ROI are, as well as their entire marketing plan. If this is a marketing pavilion to get other countries interested in Canada, sell it to me first. If you can't do that, what makes you think you can sell Canada to other people?
Well, Canada sells itself, that we know. Softwood lumber and freshwater. These things are in demand. I would argue that Canada is underselling itself, and that is not a tactic that should be combined with overspending on marketing. If you are increasing marketing expenditure, please increase the price of exports, since successful marketing should increase product desire. If you are uncertain the marketing pavilion will affect exports or desire to work with Canada, why did you just waste $2 million dollars?
No comments:
Post a Comment