In this week’s episode of Better Merch…Better Marketing, Kirby Hasseman and Jade Crider tackle three topics that every business owner needs to hear — why cheap marketing can actually be the most expensive decision you make, what the collapse of Spirit Airlines reveals about competing on price, and why your hiring process is really a marketing problem in disguise. And before you dive in, grab your free spot in the 5 Day Business Bootcamp at Bootcamp.HassemanMarketing.com.
The Price of a Marketing Piece Is Determined at the Point of Usage
This is one of those ideas that sounds simple but completely reframes how you think about your marketing budget.
When most businesses buy promotional products or marketing materials, they evaluate the cost at the point of purchase. They look at the price tag and make a decision based on what feels affordable in that moment. But that is the wrong place to look.
The real cost — or the real value — of any marketing piece is determined at the point of usage. In other words, what happens when that item actually lands in someone’s hands?
A cheap pen that runs out of ink after two days, breaks, or looks flimsy does not just fail to promote your brand. It actively sends a message about your brand. It says you cut corners. It says you do not pay attention to quality. It says the experience of working with you might feel exactly like that pen — disappointing.
On the flip side, a well-chosen, quality branded item that someone uses every day keeps your brand visible, top of mind, and associated with something positive. That is a marketing investment that pays dividends long after the initial purchase.
The lesson is straightforward: stop evaluating your marketing by what it costs to buy and start evaluating it by what it does when it gets used. That shift in thinking changes everything about how you approach your merch and your marketing materials.
Spirit Airlines and the Danger of Racing to the Bottom
Unless you have been living off the grid, you know that Spirit Airlines went out of business. And while there are a lot of factors that contributed to their collapse, one of the core issues is a lesson every small business owner needs to internalize — the race to the bottom is not a race you want to win.
Spirit built their entire brand around being the cheapest option in the sky. No frills, no extras, just the lowest possible price. And for a while, it worked. But competing solely on price is one of the most fragile positions a business can occupy. When you have nothing to offer but the lowest number, you have no loyalty, no margin, and no room to absorb the inevitable challenges that every business faces.
The moment a competitor matches your price — or the moment your costs rise and you cannot hold that price anymore — you have nothing left to stand on. There is no relationship. No trust. No brand equity. Just a number that someone else can beat.
For small businesses, the temptation to compete on price is real. It feels like the fastest way to win customers. But the businesses that build something lasting compete on value, on experience, on relationships, and on the quality of what they deliver. That is a position that is very hard for a competitor to take from you.
Spirit Airlines did not go out of business because they were too expensive. They went out of business because they built a brand that meant nothing beyond cheap — and cheap is never a foundation you can build on forever.
Treat Your Hiring Process Like a Marketing Problem
Here is a perspective shift that more business owners need to make: your hiring process is a marketing problem.
Think about it. Every job posting you write is a piece of content. Every candidate interaction is a brand touchpoint. The experience someone has going through your hiring process — whether they get the job or not — shapes how they talk about your company to everyone they know.
If your hiring process is slow, disorganized, or impersonal, you are sending a message. If it is thoughtful, clear, and respectful of people’s time, you are sending a very different one.
The best candidates have options. They are evaluating you just as much as you are evaluating them. And if your brand does not come through clearly in the way you recruit, you are losing great people before they ever walk through the door.
Start thinking about your ideal hire the same way you think about your ideal customer. Who are they? What do they care about? What would make them excited to be part of what you are building? Then craft your recruitment process and your job postings around that. Attract the right people the same way you attract the right customers — with clarity, authenticity, and a compelling story about why what you are doing matters.
Product of the Week: The Flat Lay Custom Notepad
This week’s featured product is the Flat Lay Custom Notepad — a clean, practical, and highly brandable item that people actually use. Notepads have serious staying power as a promotional product because they live on desks, in meetings, and in daily workflows. Every page turned is another impression for your brand. Want to learn more or order yours now? Check out our Product of the Week shop here.
Grab Your Free Spot in the 5 Day Business Bootcamp
Ready to get more intentional about your marketing and start driving real results? The FREE 5 Day Business Bootcamp is the place to start. Get access now at Bootcamp.HassemanMarketing.com.
And if you are not already subscribed to Better Merch…Better Marketing, find us on YouTube, Apple Podcasts, Spotify, or wherever you listen. New episodes drop every week.
