If you’d only told me…

I was recently asked to develop a new website and other marketing tools for a non-profit raising $3 million for a new building.

Setting aside my questions about them being better off renting, I only explored issues related to marketing: budget, timeframe, messaging, etc.

The budget question was never answered: “Just tell us what it should cost,” I was told. The same rules were issued for social media, collateral, publicity, sales promotion, direct mail, and the rest.

So I provided a 7-page proposal addressing all their communications needs and demonstrating how this comprehensive program would provide significant tools to help them reach their goal.

Their answer: “The price is a little steep,” suggested they’d been reluctant to share knowledge of an actual budget for fear I’d charge the full amount. And while I understand and respect that concern, knowing the pain point introduces a reality inflection point for all players.

Furthermore, leaving such a question open-ended, then being upset about high prices, isn’t fair to anyone concerned.

To maximize your next round of marketing efforts, have the following in place at the outset:

• Objective. If overhauling your existing website, know what you want it to do (sell products, raise money, etc.)

• Audience. What’s the profile of the person you’re trying to reach and sell to?

• Timeline. You’ll want marketing materials yesterday, but your vendor probably needs several months to write, design, code, and proofread everything.

• Budget. If you’re unsure what costs are realistic, ask around…you might be surprised.

Then, after you’ve gotten the basics into place, remember everything is negotiable. You might want the website in six weeks, your preferred supplier says 12 weeks, and you compromise at nine.

Here’s the bottom line: whomever you work with, be honest with them about what you do…and don’t…know. Ostensibly, you’re working with professionals who can do what you can’t, which will deliver insights you’re probably lacking.

And, like my putative client, you may be surprised to discover things typically cost more than you realized.

Make the most of your relationship by treating marketing vendors as partners with talents and insights you lack. And, if you must decide between budget and objectives, work together to reach your goals within a price point you can live with.

With that said, I wish you a week of profitable marketing.

------------
Get your marketing organized at www.askmrmarketing.com.