As we’re fond of telling anyone who’ll listen; we’re immensely gratified when a client comes to us on the recommendation of one of our existing customers. It means we’re achieving the right results, and we’re good to work with. It gives us a glow as warm as…ooh…being paid on time.
It’s as satisfying as an ex-client returning, but more of that later.
There’s another aspect of being recommended that is very helpful. The incoming client usually has an idea of what sort of charges to expect. That’s not to say that people begin biting their knuckles and turning white when they see our invoices – it’s just that the phrase ‘good not cheap’ fits the bill here.
Fiat mechanic or glass of pink?
We’ll prove the point. Our design fees are very competitive. That means that they’re on a par or – more often than not – less than equivalent designers in other agencies within the region. And our boys are hot; you only have to look at the portfolio pages of this website to see that.
Our copywriting team also has vast experience. Our copy director, for example, has spent years working for the top international ad agencies in London, on major brands. No other local marketing agency can truthfully claim to offer you that level of insight. Yet our charges for copywriting are very modest.
If you drive a Fiat your mechanic costs more per hour than a Ketchup copywriter. If you drive a BMW you probably pay twice as much.
Put it another way; you could have an hour’s copywriting for the price of three 125ml glasses of pink champagne in St Pancras International. Ouch!
Buying customers at 10 grand apiece
‘We told you so’. We didn’t say that; we didn’t even think it. A year ago we pitched for a new client and lost out to another agency. It can happen for a variety of reasons. In this case, they liked the work and agreed with our marketing proposals. They used phrases like ‘spot on’ in their feedback. The all-important chemistry seemed to be there, but the sticking point was price. The other agency was cheaper, so the business went to them.
Now it’s back with us. The other gang spent the £20,000 budget and attracted exactly two new customers for their client. Now that isn’t great ROI by anyone’s standards.
So what had gone so wrong? The cheaper option soon began adding “additional” elements not covered in the original quote. They should have compared apples with pears at the pitch stage.
We could have told them that. But it would have been the cheap shot.