WOLFBITES - Issue 3

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!

Read Wolfgang's latest marketing blog.


Wolfgang Franke is President & Creative Director of Words at Work Advertising & Marketing, a full service communications company established in 1988. Our growing list of valued clients are found throughout our local market, Markham and the Greater Toronto area, across Canada in cities such as London, Ontario, and Edmonton, Alberta, and an expanding list of international locations ranging from The Big Apple in New York to Kanturk, Ireland.




Mini WolfBites 2

Avoid the plague of equalism – treating all prospects and customers the same. They are not all the same. You need to identify your best prospects (and customers) – and then devote the majority of your resources to those targets. That's marketing planning.

Super heroes versus everyday heroes
Men aspire to be super heroes. Women aspire (by necessity) to be everyday heroes. Understanding this fundamental distinction is important if you want to market effectively to women.

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Words at Work Advertising & Marketing Inc.
19 Lockridge Avenue, Unionville, Ontario, Canada L3R 7S6
Telephone: 905-940-6610     Toll-Free Outside Toronto: 1-877-940-6610

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