Advertising Matters
A LITTLE CAN GO A LONG WAY One problem that commonly occurs in the advertising world with new clients is getting them to tell their advertising agency their budget. A new client approaches an agency to promote their business and asks “How much?” The agency’s first question is “What is your budget?”. At this point clients often start avoiding the question or making statements like “You give me suggestions”. There are two main reasons for this: First there is the group that have no idea how to work out a marketing budget and is looking for guidance. The second, and more prevalent group, doesn’t want to say what their budget is because they fear the agency will spend it all. Yes you read that right, they don’t want to reveal their budget for fear the agency will perhaps make up stuff to spend their money. Any good advertising agency can create an effective campaign for your actual budget, and
ANDREW WATERS Creative Concepts Advertising & Marketing
So don’t be afraid to share your budget with agencies giving you a marketing proposal. they will make sure you are getting ‘bang for your buck’ because if they don’t, you won’t come back. There have been instances where agencies lose work based on Agency A’s proposed spend being more than Agency B; the potential client not realising that the suggestions are not at all equal. The more you spend the greater the reach but if you have a limited budget there are still effective ways to advertise. So don’t be afraid to share your budget with agencies giving you a marketing proposal. At least that way if you are getting multiple proposals you can compare apples with apples. And in the end you are only hurting yourself if you don’t.
ABOUT THE AUTHOR Andrew ‘Muddie’ Waters is a Creative Director who has more than 23 years’ experience in the advertising industry. Andrew recently won national and international awards for his design work.
Brighter ideas for your budget …it’s not what you spend, it’s how you spend it Spending wisely now can save you a lot in the future. Advertising your product or service effectively is a difficult thing in today’s diverse market. It’s hard to know where your precious budget is best spent. Should you spread it across a range of traditional media or target new media exclusively? Which outlets or publications are going to be best for your target market? There are so many options that it is very hard to know what to do. That is where Creative Concepts can help. We examine all the options and develop an effective plan to help you move forward. Talk to us now about how we can make your marketing budget go further and burn brighter…
07 5493 3366
your success is our business
Level 2, 12 Innovation Parkway Birtinya Q 4575 info@creativeconcepts.com.au | www.creativeconcepts.com.au
graphic design | web design & construction | corporate branding | media planning & placement | radio/tv commercials | printing | electronic media 32 ISSUE 73
