I wish this was a joke. It’s not. This is what it’s like in the world of marketing agencies right now.
This is all that Shift Communications, Todd Defren had in response to this video.
I have to agree with him. There continues to be a disproportionate amount of emphasis put on deliverables and cutting costs, and not enough focus on goals, desired results and where to add value.
We need to refocus our business.
Marketing, when executed right, isn’t an expense. Marketing becomes an expense when it is poorly executed. And poorly executed marketing efforts often start with emphasis on the wrong things.
I’m not at all saying budget shouldn’t be included in your marketing plans. What I’m saying is that no matter what the current economic state of affairs looks like, we should always lead with the right foot, keeping goals at the forefront of the planning process.
This is good advice for both agencies and clients alike.
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This is something agencies have struggled with for a long time. How can we get away from this focus on deliverables and costs?
At first I could not stop watching this video.
Now I can’t watch it at all.
Too painful.
Thanks, Chris. Good post. I agree. But welcome to the world of higher education and cause marketing. I’ve been on both sides. It exists because organizations want to do the right thing, but they have to deal with how to pay for it. It’s not fun on either side. Great video.
Good marketing pays for itself, period. I wish more companies/clients could wrap their heads around this concept.
The problem is that a lot of disingenuous people exist and are willing to take people for a ride. The only reason we have issues like this is because the client has likely been burned in the past. Not by us, but by someone in the profession. Is there something else we could be doing to dissuade these types of fears for a more healthy working relationship?