MaineBusiness.com

There is such a wide range of skills and expertise in the local marketing, advertising and design industry today. This can make it very difficult to determine the best resource, at the appropriate level of service you need, and at the right cost within your budget. This can also make it a very challenging time to build an accurate budget for your marketing plan. So, when it comes to hiring outside creative resources, your selection process really can make– or break your bottom line at the end of the day.

It is all about finding the right fit, at the right price, for the right job.

Here are a few tips to help your next creative resource relationship stay within your marketing plan’s budget:

1. The highest level of seasoned expertise (not necessarily the biggest in size, however) will produce the greatest degree of responsible cost management.

2. Fit the right resource to the right marketing and creative need at hand. (Don’t hire a web resource to create a radio spot or even to produce your print collateral.)

3. Find the right level of expertise for the job. A graphic designer with just a few years of experience, offering a lower hourly rate, may not understand all possible marketing communication channel needs (and costs!) of a more complex project like a new product roll-out launching in multiple media venues, for example.

4. However, that same unseasoned graphic designer, with perhaps limited exposure to more complex projects as mentioned above, might offer you more trendy, visual solutions. (Just be prepared to have your own seasoned expertise on hand to manage the marketing strategy direction, project coordination and budget.)

5. Compliment your existing expertise. If your company already has internal marketing and creative resources in place, and all you are searching for is a fresh creative approach for execution, then hiring a full-service agency may be a duplication of effort– you will be incurring the expense of agency staff that may not actually be utilized within the scope of the project. A better fit here might be to contract with a seasoned creative director/designer with the visual expertise to compliment your internal Marketing Communications staff.

6. Ask for an estimate proposal that outlines not only fees and costs, but also specifies exactly who the entire team of resources will be; what role they will play and any additional vendors involved that might affect your budget’s bottom line.

If you want to be sure you are headed in the right direction with the right resources, here's a hint: If they cannot provide you with a complete estimate of identified resources, time and costs, BEFORE the work begins– this is a huge red flag! This indicates one of three possibilities: 1.) it is a "first attempt" of providing the contracted service, 2.) there is a lack of solid expertise required to complete the job, or, 3.) you are in the hands of an organization that may be actually "too large" to be able to focus on this level of detail.

Personally, I always estimate with room to spare, so my clients can manage their budgets with financial accountability in mind. Accurate estimating, which comes with experience, and financial flexibility is key. It really is about a "give and take" financial relationship. For example: in a client relationship of value, I am often willing to spend more time, beyond the estimate, that I do not pass along to my client in additional charges, to end up with a quality outcome for all involved. This attitude works well within my own business philosophy of building client relationships that last– and grow.

And getting it right! Jeanne