Being
honest pays dividends.
When a client approached us to ask for internet marketing
on behalf of his company, we naturally agreed to look
into the possibilities, probable costs etc.
First we needed to ascertain what the competition were
doing on line and to ensure we exceeded the efficiency
(and cost efficiency) of both our client's current strategy
and that of his competitors' on-line activities.
Our response was met with a dumbfounded stare.
"It'll cost how much?"
Our figure was apparently too high, but we had to be
honest and admit we could probably not do it for any less
unless the strategy changed. Client walks away in apparent
disgust.
A fair amount of conversation ensued over the next few
days until finally, the client admitted that his conventional
advertising - newspaper advertisements in particular -
was generating one sale per £400 spend.
We had quoted a small fraction of that cost -
but being a businessman, our client was naturally endeavouring
to reduce his own costs as far as possible - squeezing
until the pips squeak is something that comes to mind!
We came to a mutually acceptable agreement shortly after
that. The final result? A huge reduction in conventional
advertising spend, a proportion of that diverted to our
internet campaign, more leads and of better quality.
Our campaign was ensuring that those actively seeking
his product were finding his web presence, rather
than the broad brush approach of placing huge advertisments
in newspapers, expensive radio advertising etc., to people
who were not remotely interested in what he had to offer.
In addition, our client now sells on leads, those generated
for projects too far away for him to handle, to selected
businesses, for a profit.
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