Nine ways marketers with limited budgets can do more with less
Anne Field
When Erick Dickens became vice president of marketing at King's Hawaiian in 2013, he met with a creative agency to discuss his marketing plans for the Torrance, Calif.–based maker of sweet bread and rolls. His objective was to boost brand awareness, customer engagement, and household penetration, and he had a lot of ideas for how to do it. The agency folks, however, practically laughed in his face: On his limited budget, they couldn't possibly do all the things he was asking.
So Dickens decided, to hell with...