Pick any 2

Price, speed, quality, pick any 2. Huh?

I learned this adage from some friends of mine who work in the military and it applies to more areas of marketing than people are usually willing to admit. You see price, speed and quality can not exist within the same project, each of them can be excluded by the other two. You want that new marketing campaign to be high quality and lost cost? Well that will take a while to deliver. Oh, you need it in two weeks, then either cost or quality need to be adjusted. Ok, you’re on a specific budget, then quality must be adjusted.

So with that in mind what two should you advise your clients to choose? It depends, but here is something to consider next time to help you choose the best option.

Most sole entrepreneurs and business owners tend to allow cost to be the driving factor and that not necessarily a bad thing. You see cost is a great equalizer. Cost is what prevents me from being the first commercial passenger in space travel, but not from ordering chocolate from my favorite Italian chocolatier, Amedei. As marketers and advertisers we are concerned, and rightly so, with quality or effectiveness. Quality and effectiveness are the measure by which our marketing campaigns, brochures or videos are evaluated. How did it look, how did it perform, what was the conversion rate? But cost and quality aren’t exclusive, but they make speed pretty much unattainable. 

What if I told you that most of the time, your clients could have their cake and eat it too. They could receive effective high quality marketing campaigns/pieces and at a low price. This all hinges on 1 essential ingredient, planning. Planning is the reason why either a budget or a level of quality/effectiveness can’t be achieved. I have been contacted numerous times by potential clients asking for a video for a campaign and they need it ready to release asap and they only have x to spend (usually a low, but respectable budget). Now I do what I can to work with them, but most of the time, they find someone who can do it for really cheap and in 1 week.

Now it is confession time, I usually circle back to the clients website or check in via email to learn that 1 of 2 things happened. 1- the end result looks REALLY bad and/or isn’t effective (i.e. a waste of the limited budget they had to begin with) or 2 they never got the video finished (i.e. Failure), either they never started the project or the provider didn’t deliver a final piece.

Now if you find that is the case, don’t use that opportunity to say I told you so.

Instead, explain to them that next time they have a marketing need please contact me earlier than you think necessary (2-3 months before you want the project to go live) because I can deliver much higher quality than what you received at a lower cost when time isn’t as much of a factor. Why 2-3 months? Well most of the time I have found that their estimates of when they need to project to go live is way too late to be effective, so the 2-3 months earlier translates to 1-2 months to complete the project before the actual launch date and gives you as the marketer enough time (depending on the project) to deliver a high quality, cost effective piece that will blow your client’s mind. Are there cases when they have unrealistic goals? Yes, but educating your clients can often prevent or alleviate this.

So I leave you with this, never assume that your client has to choose which of the 3 ingredients to let fall by the wayside. The great equalizer isn’t cost, because with the right amount of planning any challenge can be met, assessed and conquered.

If you have any questions about your upcoming video production project, budgeting, choosing talent, etc please feel free to contact us. We are a Denver based video production company started in 2010 and have worked on all sorts of projects and would be happy to guide you through the video production process.

Toto, I’ve got a feeling we’re not in Kansas anymore.

Wise words Dorothy.

Advertising and Marketing have changed and I was again reminded of that fact only a few days ago. So I was walking by the Colorado Convention Center on Stout in Denver after finishing filming a member spotlight video for BMA Colorado.  To my right is an Embassy suites and to my left is a parking garage with a rather large billboard (it covered almost 5 floors vertically and roughly 70-80 feet horizontally). Now the billboard wasn’t what surprised me, but rather what it was promoting. A video game, but not the latest flavor of Call of Duty or the new release of Fallout 4, no an iPhone game. However this particular game is FREE to download and play, but has in app purchases. The game is Boom Beach.

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Now on the surface this might not seem too unusual, but let me draw a 3 things to your attention.

First- Boom Beach is FREE. Granted the in app purchases and in game advertising are big money makers ($165,380 per day), but the actual game is free to play if you are patient enough to earn the needed resources to buy the upgraded weapons of war.

Second- This billboard is advertising a completely electronic product. So a completely electronic product is expanding its advertising arsenal to include a completely print based advertising route for gaining and retaining players. Granted this is nothing new, Microsoft has used billboards before and their main product, the Windows operating system, is entirely electronic and is now being delivered via automatic downloads to their customers. But Microsoft is an international brand that reported 93.6 billion in revenue in 2015 and 90.85% of computers use their product to work.

Third- The ad space surrounding the Boom Beach billboard advertised national brands like Chick-Fil-A. Also, the previous occupants of that exact billboard space were the American Thoracic Society (a non profit founded in 1905 that spent $720,000 on lobbying in 2015) and REI (a national sporting goods retailer founded 1938 with revenue of 2.2 Billion in 2014). So you have these two rather large ad spaces, previously held by a national retail chain earning billions of dollars per year and a non-profit that lobbies for and against bills on a national level, that is now occupied by a FREE iPhone game that you play while on break. Don’t wait for a punchline, because I don’t have one. Just wow.

 

Advertising and marketing are changing and have changed, not just in the number and type of channels but who is utilizing those channels. Do you have other examples? Post a comment below with your example or thoughts, I would love to hear from you!

Testimonial Study

You are about to participate in a study and don’t worry, this won’t hurt a bit. Really.

When thinking about testimonials I have often wondered what creates a powerful and effective testimonial. I have my theories about this, but I am going to keep those to myself until the results come in. Those of you who sign up for our twice monthly newsletter by entering your email in the below form will also be entered into a drawing for a $25 Starbucks gift card. 2 weeks after posting this article, I will post the results of the study and the winner of the $25 Starbucks gift card.

Now, there are a total of four testimonials (3 text and 1 video) below for four different B2B service companies that provide the same service at the same price. Read or watch the testimonial, then using the below form, give it a rating of 1-10 (10 being the best) on how likely your are to work with that company. At the end of the form you will also choose which company you would use over the the other three. Now, I have removed the company names and the service type from the testimonials to make sure that brand recognition, etc don’t affect your decision. Ready, set and go!

 Company A

“I probably spoke to about 5 different companies before deciding on Company A. It’s challenging finding skilled reliable people to do this service so I wanted to be confident that I found the right team. As expected, they delivered everything I was looking for and on time. We definitely plan on using them again in the future!”

– Happy Customer

Company B

 

 Company C

“Company C took on the task of pulling together a product for an upcoming event and did it with integrity. When (my) travel plans got messed up, they readily took over the whole process for me. My clients gave very positive feedback from their experience talking with them and I saw the same too as we talked through our plans. The resulting product was something we were all proud of. I’ll hire Company C again next time I need similar services, I didn’t have to worry about a thing through the whole process.”

– Happy Customer

 Company D

Company D did an amazing job bringing to life my vision for the product.  Company D and their team carefully listened to my ideas and gently suggested alternatives.  They was very responsive to alterations and patient during the creation process.  The synergy created a fantastic and powerful product that exceeded my original vision.  I highly recommend that you consider working with Company D on your next project.

-Happy Customer

Time to vote!

 

Thanks for participating and if you have any comments about what you think makes a great testimonial, feel free to leave a comment below!