I have found that there has been a fundamental shift in the marketing process, particularly in promotions over the last five years. This shift has been away from spending money to investing time.

My advice is to start with a zero budget and work upwards; always remembering that there may be an additional cost because of extra internal resource. The reason why you end up spending time, instead of money is because businesses are much more focused on social and online marketing, which is generally free, rather than spending money designing and printing brochures and leaflets.

It is easy to let your creative juices run away with you when designing campaigns, especially product launches. Try designing a campaign with a zero budget - you'll be amazed what you could achieve!

So whatever event, campaign or on-going promotional work you are doing, make sure that your proposition is solid and that you have a clear and concise message, that will reach your target audience.