An inadequate ad budget is like bringing a squirt gun to a street fight.
Maybe it's because people don't think advertising is worth spending anything on or it's because they think advertising is such a powerful tool that they don't need to spend much on it to get a benefit.
Maybe they think that simply throwing up a Facebook page or hopping on the Twitter Autobahn is enough. Or they are thrilled that social media seems to be free.
But we do know that when someone is investing several million dollars in a new property or improvements to an existing one, it is the height of folly not to make an adequate investment in telling people about it. It seems a bit shortsighted not to include a healthy marketing communications budget as a key part of the up-front planning.
Because, make no mistake about it, the whole arena of getting attention for your business is a big, nasty, wild-west street fight. With some smart, aggressive characters in it.
Whether you do it on the web (in paid or social media), in a newspaper or a magazine or on a billboard, radio or television, if you want people to know about whateverthehellitisyou'redoing, you're going to have to tell them.
It doesn't matter how nice your hotel is, how great your restaurant will be or how much meeting space you have. It won't count for much if nobody knows about it.
"If you build it they will come" only works in the movies.
And only in one movie at that.