There are many important relationships a business needs to maintain. Successful businesses carefully balance the benefits of these relationships and should never let them blind their judgment.
Buying advertising with your personal network can be a costly mistake by many small businesses. This strategy exchanges their strategic marketing plan for the warm and fuzzy feelings one gets from doing business among friends. However, once the smoke clears you have a company who spent money on ads that doesn’t show any results, with long-term negative effects you may not see right away. In short, the marketing/advertising expenditures have been made, the budget is busted, and there are little to no measurable penetration into the business’s target market segment.
Being able to develop and maintain relationships with a variety of people is important in today’s business world, but the importance of good strategic marketing can’t be understated.