Working within budgets

Advertising agencies have a big task. Clients come to us with a certain expectation on how their marketing and advertising is going to look, communicate and most importantly, provide results. As a Denver advertising agency, Encite still has the same challenges as the rest of the industry. We aren’t too worried about providing measurable and sustainable results since we can provide those consistently, but the biggest burden we face is working within a client’s budget.

As a small business advertising agency, we have accepted that our clients face a unique set of problems. The biggest of which is budgets, or lack thereof. From our experience in the marketing and advertising industry, finances, more often than not, dictate what type of marketing and advertising a small business engage in.

Yesterday, I met with a potential new client. They are a small start up that has put together a fairly comprehensive business plan that addresses certain marketing initiatives. To be honest, they have done more than most clients I work with. We spoke about they business, when they are launching it and the tasks that must be completed to support that launch. We also discussed their brand, its messaging and audience, which are all very important issues that are critical to a business’s success.

This particular business doesn’t have any creative work completed that is needed. They have not commissioned a logo, website, marketing material, uniforms, social media presence, etc. They are a clean slate. So, what are the basic needs they have to have for their launch?

As their advertising agency (hopefully), our challenge is to work within their budget to provide basic marketing programs. Our discussion ended with a decision that the three things they absolutely need to launch their business are: a visual identity system, an online presence and a small printed marketing material. Unfortunately, they don’t have the budget for a complete brand audit to outline the competitive environment, strategies, goals, tactics, brand messaging, audience, etc.

Working within a budget is what makes life difficult at Encite. We know that every part of our process is essential to identifying correct messaging, connecting a product with its audience and, ultimately, generating revenue. We also understand that not every client has the knowledge or capacity to implement a comprehensive and integrated marketing strategy much less execute the tactical elements. So how do we combat that?

We set small goals in a client’s marketing and advertising plan. These goals support a bigger and broader goal, but we take it one step at a time. For example: setting up a basic visual identity system is first. Without that foundation, you will never succeed. In 2013, an online web presence is also a must because without it, you have no credibility. Once those two things are established, the responsibility now falls into the clients’ hands to (hopefully) start generating some revenue, establishing a client base and creating some awareness. More revenue, more marketing, more revenue, more marketing, etc.

It is a challenge for Encite, but that is what we are here for!

Adam OLeary
President, Encite International