"You don't deserve to be in business," muttered my boss about our client one day as we were leaving a meeting with this client.
It had been a hard meeting. Numbers for our client were down. Their competitor's numbers were up. The client and his bosses (who were present) were not happy. During the meeting, they had pointed out that the competitor's advertising was killing theirs, people were responding to it more, they were remembering it more and even local media was talking about it. Throughout the meeting my boss didn't say a word, but took notes, barley looking up. At the end of the meeting, my boss finally spoke, "we would like to meet again tomorrow to respond to this situation, is that favorable to you?" The clients agreed and we parted. And that' when my boss said that.
The next day, the same folks were in the meeting. My boss stood up and began to present a response: first he emptied out a portfolio full of work that was everything the client was saying they wanted - everyone from the client agreed that this was the work that they should be doing. Then he presented a media schedule and budget that showed how we were going to get the word out; and finally he presented what all of this would cost.
Our client's boss was livid! He was upset that in a day we could create such great work, create a strong plan to execute and it cost the exact same amount that they were already paying us. "How could this be?!" he demanded to know.
My boss responded calmly, "It's easy, this is everything we presented to your people over the last few months that they've killed or changed because they didn't think the work was right, the media plan was off and the budget was too high. We have been fighting for months for work like this. My people have given you their best, only to have the work micro managed to what you have today. In all our meetings over the last few months, this is the first time you have been present. You can change agencies but you will have the same problem - your people are not willing to step outside their comfort zone."
Needless to say this lead to more talking and meetings, but the end result was an advertising agency and client relationship that lasted almost 12 more years (which is a lot of time for some agency). The agency's work improved and the client's business grew.
When it comes to your marketing, do you deserve to be in business?
Are you looking to grow your business or letting doubt and fear cripple your great idea?
When was the last time you tried something no one else is doing?
How open are you to taking a risk to get more customers?
Are you actively telling your story or letting it just flounder around and hope someone passing by will notice it?
This is not about spending money. It is about getting your story out. This forum has at least two posts filled with ideas for those with no budget or a limited marketing budget. Have you tried any of those ideas and how much effort did you put behind it? If your business is struggling and you are doing what you always have done, maybe it is time to try something new.
I hope this helps.
And please, this is not a soliciting post. I know you have the great solution to all of this, but this hopefully can be a discussion and not a sales pitch.
It had been a hard meeting. Numbers for our client were down. Their competitor's numbers were up. The client and his bosses (who were present) were not happy. During the meeting, they had pointed out that the competitor's advertising was killing theirs, people were responding to it more, they were remembering it more and even local media was talking about it. Throughout the meeting my boss didn't say a word, but took notes, barley looking up. At the end of the meeting, my boss finally spoke, "we would like to meet again tomorrow to respond to this situation, is that favorable to you?" The clients agreed and we parted. And that' when my boss said that.
The next day, the same folks were in the meeting. My boss stood up and began to present a response: first he emptied out a portfolio full of work that was everything the client was saying they wanted - everyone from the client agreed that this was the work that they should be doing. Then he presented a media schedule and budget that showed how we were going to get the word out; and finally he presented what all of this would cost.
Our client's boss was livid! He was upset that in a day we could create such great work, create a strong plan to execute and it cost the exact same amount that they were already paying us. "How could this be?!" he demanded to know.
My boss responded calmly, "It's easy, this is everything we presented to your people over the last few months that they've killed or changed because they didn't think the work was right, the media plan was off and the budget was too high. We have been fighting for months for work like this. My people have given you their best, only to have the work micro managed to what you have today. In all our meetings over the last few months, this is the first time you have been present. You can change agencies but you will have the same problem - your people are not willing to step outside their comfort zone."
Needless to say this lead to more talking and meetings, but the end result was an advertising agency and client relationship that lasted almost 12 more years (which is a lot of time for some agency). The agency's work improved and the client's business grew.
When it comes to your marketing, do you deserve to be in business?
Are you looking to grow your business or letting doubt and fear cripple your great idea?
When was the last time you tried something no one else is doing?
How open are you to taking a risk to get more customers?
Are you actively telling your story or letting it just flounder around and hope someone passing by will notice it?
This is not about spending money. It is about getting your story out. This forum has at least two posts filled with ideas for those with no budget or a limited marketing budget. Have you tried any of those ideas and how much effort did you put behind it? If your business is struggling and you are doing what you always have done, maybe it is time to try something new.
I hope this helps.
And please, this is not a soliciting post. I know you have the great solution to all of this, but this hopefully can be a discussion and not a sales pitch.
