From Zero Budget Jokes to True Value: Navigating Marketing Proposals
From Zero Budget Jokes to True Value: Navigating Marketing Proposals
Have you ever encountered a proposal and been dumbfounded by its contents, such as a new platform, marketing strategy, website redesign or other things? I’ve been on both sides of such conversation. Whenever I was on the requester’s side, I jokingly said my budget was zero, though with a hint of seriousness. We both had a good laugh (albeit mine was a bit more pronounced) and then I clarified that I wasn’t looking for the cheapest nor the most expensive solution but something that would best fit my needs and brand. Unfortunately, the companies I interacted with seemed unable to understand that I was actually willing to pay, given the right conditions, such as greater efficiency, better data, an increase in qualified leads, simple integration with existing platforms, and others.
It is our human tendency to be drawn to things that are aesthetically pleasing. Most times, these prettiest of things come with the biggest price tag yet provide no tangible value to the buyer. We end up falling into the ‘social media filter’ of marketing. My experience has taught me that the best values do not necessarily come in the prettiest boxes, but from someone or something willing to come to the table, delve into the messiness of the issue and come up with something suitable for the individual.
On the other side of the coin, my stint in the agency and marketing world taught me that I should stop thinking of just selling the most profitable solution, the costliest marketing package or the priciest sponsorship. Rather, I should put myself in the shoes of the company in question and see the trouble areas from their perspective. Such empathy enables us to become a true ally of the company and helps in matching solutions and products that work for them.
I advise all of us to take a step back and evaluate the situation whenever we are on either side, with an aim to become their ally of success. Likewise, we should be mindful of what it would mean to invest in marketing dollars.
