More often associated with supermarkets or discount retailers, value is a word less likely to be attached to the media, marketing and PR industry.
Whilst not everything important is measurable, and not everything measurable is important, digital KPI’s at least mean we can track and trace leads, click throughs, engagement and online referals for client campaigns and reporting.
All of this is pretty standard stuff, and part of the day-to-day work in running a marketing, digital and PR agency – especially when the main question in a potential client’s mind is ‘What ‘value’ will I get out of PR?’
Value. It’s a word with many meanings when it comes to our industry:
What true value will a PR campaign bring me?
What value will I get out of our retainer or project fee?
What value will this bring to our audience?
Where is the value in all of this?
And mainly, it comes down to ‘will I get my moneys’ worth?
For any agency worth their salt, and sometimes inflated claims of delivery or guaranteed coverage, client reporting is a given and showcases that months/projects achievements versus retainer or billable hours, and quite rightly, the client will want to understand and have a need to report back themselves.
Can PR and Marketing ever be ‘value’ based? Back to the supermarket association – When you work with an agency, you are not buying a tin of beans off a shelf. The relationship is bespoke, so are the campaigns, and then, too is the ‘value’. How we deliver that value is critical to developing relationships that are mutually beneficial to both sides.
Can you price based on this?
Cost based pricing as an agency leads you to full transparency on billable hours. Based on expertise and efficiency, this is quite an opaque way of working. Be ready to be challenged and be able to break down every half hour of effort! The cost is determined by the agency itself, and therefore needs to be justified by them.
An agency’s value is determined by outcome. A list of project tasks, hours spent and the rest within a report is well and good but says nothing about an agency’s value in what it can provide in terms of a clients objective or bottom line.
TishTash provides integrated marketing campaigns that produce results and inspire action based on the client’s objectives and business goals. We align a client’s investment with these goals. The client sees that we are here to support and ask the right questions to achieve a mutually beneficial partnership that builds towards a transparent outcome to support sales or brand awareness objectives. We set performance objectives and sell the process as much as the promise.
Clients are smarter than ever and in 2021, watching budgets like hawks. Value based marketing means delivering value, rather than simply promising value. As consumers are savvier than ever too, and buying more and more into the ethics of a brand, and the authenticity of both leadership and ‘messaging’ it is more important than ever.
TishTash earns trust via our marketing campaigns, and we need to demonstrate that to our clients through tangible and creative ideas, often unique to the Dubai market, and securing visibility at every touchpoint, whether online or off.
When we lead with value, we prove that we understand the challenges of both client and consumer. Our ideas, insight and strategy help them achieve their business goals, and it is based on this ‘value’ that we serve them.
Written by our Founder and CEO Tash Hatherall