BridgetZ Calendar

Pricing Marketing in an Uncertain Economy

With companies having to justify every marketing dollar spent, I’ve now gotten away from the traditional agency way of selling the engagement. In the past, I set a monthly retainer and tailored the scope of work around that. Before, it came down to asking for the client to try taking a portion of the budget for the usual pay-per-click, advertising and traditional PR and use it for organic SEO and community-building efforts. That still works for some of my clients who’ve been able to tie our efforts to their bottom-line.  But now many of the new companies we’re meeting for the first time, are gun-shy about marketing spending altogether.

So we’ve crafted the proposal process differently. We first present a concept board that is based on the new “funnel,” now made up of the many places niche communities hang out. Then, each concept i.e. utilities like Facebook, LinkedIn and Twitter is explained with meaningful examples and what they can do with these to build the list and create lead-gen. Each “concept” is then assigned estimated project hours taking the client’s in-house resources into consideration and then priced in a proposal like a menu item. The client then can start by picking the top 3 or 4 concepts whether it be our custom designed strategy doc or a blog, LinkedIn or Twitter strategy.  The menu items are modular, like a bento box, also allowing the client to sample each concept before “going deep.” The feedback I’ve received so far has been positive since this is giving clients a visual understanding of this stuff, as well as the power to control the strategy. Marketing consultants: What's working for you? Marketing customers: What would you like to see done to improve the concept/proposal process?

Posted under Business

“Humble” is the new “black.”

About a month ago in a brainstorming session for New York singer, Alexandra Taveras, our team is thinking, “she’s too nice.” A while back, Taveras had the #1 hit on the Latin Billboard charts. With motherhood her priority, though, she’s spent the last ten years backing others - albeit great names like Marc Anthony, Jennifer Lopez and Thalia.

Alexandra Taveras has her own long-time fans whom she thinks of as “family” and has even given one of them baby furniture. She can’t resist being a ‘giver’ to community.

In our solo project sessions with Taveras, her manager Jay Bildstein and music coordinator Chris Apostle, we’ve been encouraging the artist to develop more of an ego. Don’t misunderstand, she’s comes with some sass - after all she’s from the Bronx - but we thought a little more ‘diva’ might help her step into her own spotlight.

Until it dawned on us. Egos are passe’...like pastels. “Humble” is the new “black.”

I heard someone say - actually it’s in the bible - “Opposed are the proud and blessed are the humble.” Taveras is just fine without the big ego.

For years, we’ve suffered the egos of "divas" and certain entrepreneurs...you guys know who you are.

How about a reprieve from the usual chestpuffery?

How about some camaraderie?

In HBO favorite, Entourage, lovable Turtle quips, “A Ferarri? In this economy? People will think you’re a real douche.”

In the times we live in, with businesses and entrepreneurs struggling and with rising rates of homelessness, divorce and suicide...time to get over ourselves.

Same goes for companies and public personalities. How ‘bout a little less, “why we’re so (effing) great,” and a little more “how can we help you?”

Consider these times an opportunity to ease off the bashing and share - and bond - with communities. It'll pay dividends in the not-so long run when, perhaps, you have a vibrant community spreading the word on why you ARE so (effing) great.

Give us your take. How are you applying “humble?"

Posted under Business