A single cup of really good coffee is worth a thousand billboards, posters and placquards for Starbucks. Typing in a search phrase and getting the right result, first time around is worth a dozen ads during the SuperBowl to Google. A relaxing flight and not losing your bags is better for WestJet than a dozen pop divas lending their song to your brand.

If you truly believe your product is heads and tails above the competition, then your marketing dollars are best spent getting a sample of what you offer, a taste of the experience you provide, into the hands of your potential customers or clients.

The buzz phrase junkies are calling it 'tryvertising'. I call it common sense.