When I first started working on a business plan for my fashion project, Emilia George, someone advised me to allocate $60,000 to $100,000 on digital ads, (an amount that’s a drop in the ocean compared to how much other brands spend on the sell).
I’m bootstrapping my business as a working mom, don’t have a country house, nor spend my summers in the Hamptons and would never have that budget.
I’m a firm believer that if there’s a dollar to spare? Spend it on earned press, (i.e., public relations rather than paid media). Our generation is growing increasingly wary of social media’s impact, inundated sponsored posts, plus ads that pop up every 15 seconds, killing any remaining interest to keep up with our friends.