Someone recently told me “You can’t beat free” when it comes to marketing. This made me think a bit. I often see businesses settle for lower-cost options when investing in PR and outreach efforts.

I understand that many folks hit a wall when it comes down to available budget. Let’s face it, the cost of building a business does not come cheap. However, sometimes “more-affordable” doesn’t necessarily translate to “greatest value.”

For this particular blog, I’ll use the example of online marketing. At one point or another, most companies realize they can benefit from a Web site. Many of them shop around and discover, huh, it’s kind of expensive!

Overwhelmed with price tags and techno-dork jargon like SEO, back-end programming, etc. – the quest for Internet presence quickly turns into a journey of hellacious proportions. Confused and discouraged, the business decides to explore simpler options. Enter: the friend whose nephew builds Web sites in his spare time.

We all know someone who fits this description. They find out you’re in need of a site, and pitch a family member’s IT services. The real clincher: “He does everything for around $300!”

Now that’s what I’m talking about. No over-the-top lingo to decipher, no signed agreements, no four-figure fee… In short, no-brainer – right?

Listen, if you can get a professional-looking, custom Web site with clean aesthetics, strong market message and smooth navigation for less than $1,000, more power to you. Jump at that bargain and never look back. In fact, e-mail me the contact info of the person building the site. I want to use them as a contractor!

In my experience, it just doesn’t work that way. Yes, I’m one person, so please understand that I hope I’m missing out on something. I think every business owner deserves a fair shake to promote their products and services – whether it be through online or traditional marketing methods.

But the idea of delivering a company’s greatest asset – a steady stream of consumers – for pennies on the dollar…It simply doesn’t add up. I liken it to buying a new BMW for the cost of a pinto – it can’t happen. The fact is, we pay more for performance. The same goes in marketing, whether it’s a Website or other tool.

I talk to entrepreneurs every day who let price determine their marketing decisions, not quality or effectiveness. Those same folks tend to come back a few months later looking for fixes to their once “bargain” purchases. Sometimes we can help them without completely starting over, but those occasions are few and far between. More often, they must spend additional money to correct the situation – one that could have been avoided if they questioned: “Why’s the price so low?”

It seems the answer always comes back to the same three scenarios.

The contractor charges less because they:
A.    Do this just as a hobby (the son of a friend’s friend)
B.    Lack experience  (the portfolio builder, looking to get some work under their belt)
C.    Lack capabilities (a template seller – one size fits all)

Don’t get me wrong, there are cases when these folks step it up and provide a stellar product. But, you should at least review their track record before letting the low cost sway your decision. The main thing to remember is: if money’s tight, there’s nothing wrong with waiting for marketing. That’s fine. While the need might feel urgent, investing in useless or inferior tools and services won’t help. If anything, it will just make it more stressful. Take some extra time to build up savings, do research and purchase effective marketing. No matter the case, don’t dive head first into the grave that is frugality – at least when it applies to your growing your livelihood.

Every week, business owners and managers alike come to Bon’s Eye Marketing seeking an effective Web site for an affordable price. Usually, they want five things:

•    A great-looking design that conveys their company’s professionalism and credibility.
•    A clean, persuasive message that sounds like it came from them, not some stuffy writer.
•    The capability to add pictures, news, messages, etc. at their own leisure.
•    The ability to show off their products / services.
•    Oh yeah, all this without breaking the bank.

Huh, considering so much goes into developing a quality Web site, this seemed like a pretty tall order. Still, after hours of brain wracking, we think we’ve come up with a solution to deliver these businesses the online presence they deserve.

Bon’s Eye Marketing presents the LIVE 3 deal. This new service gives companies all the benefits of a high-end Web site FOR ONLY $1,300. It also includes the first 12 months of hosting on the house, a three-week turnaround time, and our coveted $3 SUPER SIZE SPECIALS – which lets you pick amazing upgrades for only three bucks a pop! Yes, we’re fast-food junkies.

Bon’s Eye can offer these reasonably-priced Web sites because of a new layout system we’ve created that streamlines certain processes and makes labor time more efficient. With today’s average site usually costing upwards of $3,000 or more, we’re very proud to offer this alternative for those on a tighter budget.

For more details, just click here. If you have any questions, please don’t hesitate to call us. We’ll be more than happy to answer any questions.

Thanks!
Bon’s Eye Marketing

The other day, Sarah (my wife) called a medical business to retrieve some information about her past records. Knowing she’d be put on hold for a minimum of forever, she cranked the volume up on the speaker phone and placed it down on the counter.

See, this allows her to walk around the house with ease. All the while, static-pierced Barry Manilow tunes blast from the receiver and fill the air. It really makes for an enchanting time. Forget that I’m in a nearby room trying to work: Everyone must enjoy Sarah’s gift of music to the world – a keyboard instrumental of Looks Like We Made It, the extended version.

About a minute into the song – and a little unconscious humming on my part – the other end of the line starts to ring. “Hmmm, they’re closing the curtains on Barry earlier than usual.”

Sarah darts to the phone, kind of startled they answered so quickly. “Hello,” she says, then waits a moment. A very serious woman – maybe Manilow’s assistant or possibly a backup singer – replies:

“Your call is very important to us. Please wait and someone will be with you shortly.”

Click: Back to the hell that is Copacabana (the song, not the actual place in Rio de Janeiro). Sarah huffs, then proceeds by drowning her agitation in a can of Coke Zero. She’s hitting the hard stuff, and it’s only 2 p.m. Things must be bad.

For the next ten minutes, I listen to a symphony of background noises – guttural grunts from my annoyed wife, Calypso versions of Barry M., my child shouting fruit-drink induced gibberish at the cat…

“How did we get to this point?,” I think to myself.

All the while, the same message, “Your call is very important to us…” surfaces from time to time.

After about 15 minutes of this, I start to think about more pressing thoughts. Like, “Is Sarah’s call really so ‘important’ to the folks at this medical business?” I know that’s what Manilow’s lady friend keeps saying, but come on. When I receive an “important call,” I pretty much talk to the person right away. In fact, I have to speak at that very moment. What can I say, the suspense of not knowing makes me hit the Coke too – Coke Zero that is.

I look at it this way: When a friend calls, no one ever picks up the phone and says, “I really want to talk – just hang on for 20 minutes.” No, you do the decent thing. You screen the phone using caller ID. If the name takes priority over the television program at hand, then you chat. If it’s someone not so important, well, you don’t answer. Instead, just call them back when you’re damn well good and ready. That’s the polite way.  No need to leave them hanging on the line, while spouting falsehoods like, “Seriously, your calls important to us…”

I do have a point here. These days, bad marketing shows up in the strangest places. Of course, there’s plenty of it in television commercials and newspaper ads. But we see other subtle forms pop up in less obvious venues ( i.e. pre-recorded answering systems). Yes, believe it or not, your interactions with the customer – even while they’re on hold – are part of your overall marketing message. After all, it’s these moments when a customer decides if they want to spend any more time (money) dealing with your company. So, we should pick our words carefully during these long phone pauses. Don’t play a message every two minutes that insists the customer’s call is important, only to make them wait another hour. It’s just too transparent.

Businesses have schmoozed consumers for decades with slick talk, pretty images and reassurance that “You’re Number 1!” It’s kind of like those t-shirts that read “World’s Greatest Dad.” Sorry, there are just too many of them running around. Statistically, one of them has got to be a real bastard.

No, today’s consumer sees right through pseudo customer appreciation. You know – the company says one thing and does something totally different. Instead, honesty gains much more respect from buyers, increasing the chances they’ll do repeat business.

So let’s tell it like it is on those phone answering systems: “Why the hell are you still waiting on the line? We’re too busy to talk to you right now. Call back when it’s more convenient for us!”

Disclaimer: Bon’s Eye Marketing does not have a phone answering system (we can’t afford one.)

During the past few years, I’ve learned two things about marketing plans. First: They’re absolutely necessary for organized, continued outreach. Second: They can hinder success if not properly implemented.

Sounds a bit contradictory, I know. As we see it at Bon’s Eye, marketing works kind of like a road trip. You (the business) must sketch out a route to reach your destination: New consumers. Then you come up with a loose itinerary of planned pit stops – at least you do if you’re anal retentive like me!

As is the case with so many family adventures, you hit the highway with a set goal in mind. “Drive for two hours – take a restroom break. Drive for another two hours – grab a bite for lunch. That should put us halfway by afternoon…” Ahhh, to be vacation bound and idealistic!

In reality, our plans never quite work out so smooth. About 15 minutes into the drive, the kid needs a bathroom. Further down the road, someone in the car wants something to eat “Before I PASS OUT.” For the record, I’ve never actually seen that happen.

Rounding out the series of setbacks, detour signs litter the highway up ahead. You’re suddenly redirected through Shady Town U.S.A. – Population: 20 folks who like to stare, and one creepy old man spitting into an RC Cola can.

Before you can say “Where the hell are we?,” your itinerary has been completely uprooted. No more thoughts of record-setting time. No more visions of checking in ahead of schedule. Just you and a whole new list of goals – the main one being locking the doors and getting back to civilization.

Marketing poses the same massive speed bumps. You can either continue to go full speed over them (and totally screw up your alignment), or decelerate to adjust your approach. In certain scenarios, you might even opt to find a different avenue altogether.

See, following a marketing plan (like a roadmap – or GPS for you more techno-savvy drivers) is important to steer your business to where it’s going. However, sometimes we must shift gears or completely reroute to address new priorities.

For this reason, businesses should view their plan as a flexible guide, instead of a required call to action. Yes, the plan was drafted to assure that you drive with direction and purpose. However, the worst thing a company can do is rigidly stick to that course, even when new marketing demands arise in the roadway. That’s like barreling past a “closed bridge” sign in order to stay on the initial track. We all know how that ends.

We must be willing and able to readjust to meet ever-changing marketing needs. That’s why Bon’s Eye recommends implementing quarterly plans, as opposed to the standard 12-month variety.

Doing this every three months allows a business to truly evaluate the demands of the marketplace in real time. Your efforts will be more trend-appropriate and hip to what speaks to today’s current audience.

Plan openly – Drive with real progress!

Related post: We Can Learn About Marketing From Our Driving Habits