I’m off on holiday soon and I can’t wait. I get excited before I even get on the plane. It all starts in Duty Free at the airport.

Did you know that money spent in Duty Free isn’t real money?

Seriously, it’s true!

£50 on a champagne breakfast? No problem – I totally deserve it!
£100 on a pair of one-size-too-small heels? Such a bargain!
£25 on 2 magazines, a bottle of water and some Malteasers? So worth it!

It’s a bit like international waters – normal rules don’t apply. I’m in holiday mode and it just doesn’t feel like real money.

We once had an 8-hour delay in Gran Canaria airport – I hoovered up everything from designer sunglasses to a donkey-in-a-sombrero figurine.

But of course, in the cold grey light of England, faced with my credit card statement, I had serious buyer’s remorse.

Because, when I’m not blinded by the bright lights of Stansted Airport, I like my purchases to be useful and meaningful. To spend my money on things that I use every day and don’t just stick in the back of a drawer (damn you donkey).

And it’s the same with my marketing spend.

I only spend it on activities that bring real value to my business and that I can measure.

All too often I meet new clients who are unintentionally frittering away their hard-won money on a whole range of random marketing activities.

And they have no idea what’s working and what isn’t.

They’re acting like they’ve got money to burn – like it’s not real money.

So, if you suspect you’ve got the marketing equivalent of my donkey in your drawer, gathering dust, have a quick review of your marketing activities and ask yourself:

• what results you’re trying to achieve (not just vanity goals like likes or followers but real goals that push your business forward)
• how you’re going to measure success
• over what period you’ll measure it
• when you’ll review your progress and decide how to continue

Because our money is always real money, whatever we want to believe. (Note to self: leave credit card at home this holiday…)