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Needs
first, budget second
We are constantly called by companies
that want an estimate for advertising and marketing projects.
The person making the request rarely offers any details,
but they will admit that they have talked to other advertising
and marketing agencies. So that’s it! They are looking
for the best
price…
But there is just one problem. Since there
are no project specifications, there is no way to get comparable
quotes. Moreover, the entire process is backwards. You should
start with your target audience. Then set a reasonable –
and conservative – estimate of the potential gains you
could achieve by doing some marketing and advertising to
attract
this business. Having an estimate of gain, you can now move
on to the next two steps: setting a budget and determining
the best way to attract the business with
the available budget. In the end, you will get better
results – and spend less. What a concept!
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