Potential clients, and the dance that sparks new relationships and negotiations, are an important and integral part of the creative industry. Be it a sushi startup with lofty goals of imprinting their yet-to-be conceived identity on imported nori, or a seasoned microbrewery finally realizing the importance of a solid web presence; these back and forth gestures set the stage for how the relationship may play out.
Lights, Camera, ...
Everyone wants to be noticed in some form or another. From executives to entrepreneurs, farm hands to delivery truck drivers, pride reigns naturally within our being and it spills into everything we do. We want to do the best we can! But, we don't always want to dedicate resources to get ourselves there.
Clients, you are the same way.
You have goals. You have needs. You have ideas as to why your customers are going to care about anything you do. The trick for us, as creative navigators, is to harness your insight, tap into your creative mindset, and steer the ship to an island with clearer waters. An island where your company no longer appears bottom barrel. A place where your marketing isn't cut short with cheap appearances and cluttered graphics that poorly execute goals.
Making Time
When it comes down to it, creative budgeting is often the single most baffling topic of discussion I've encountered with interested parties of quality creative work. Most clients never step back to think about cost, time allocation, and the team with which they approach for design and development assistance. Taking said time to understand the budgeting landscape for creative work simply isn't second nature. With so much on your respective plate, it's entirely understandable. You're surely dealing with customers, bills, goals, and your very own deliverables and tight timelines.
It can get hectic on a day to day basis, and I get it. You assume you can call up a design shop and simply ask "How much..." for a website (or a printed piece, or a ...). Like most things, it isn't that easy. A basic website won't be the same price as a website with extra bells and whistles of functionality, just like a plain cheese pizza won't be the same price as one with the works and a little extra attention as to how the crust will rise.
As one who strongly believes in providing only the best for his own clients, I ask you to ponder this: Why should anything you produce be less than the best it can be? In all honesty, what makes you think that you can get by with a cheap "this" or a quick fix on "that" and make any true headway with your marketing goals?
At any time we could buy from a used car lot in 'that part of town', but wouldn't it make more sense to purchase from a reliable source? A source that has references, a solid track record, and a solution that hinges itself on longevity? As masters of our own domain, we must research, plan, and execute accordingly.
Before you contact a design firm with your next big idea, consider this...
An Analogy
There are two lawn care providers. Company A and Company B. Company A can service your entire lawn and install planters along your front walk for $500. Company B can offer the same service but at an estimated rate of $1500. Many would jump at the $500 solution. But why? Same services, different prices; what is there to think about?
The fact is, sometimes our ability to process value only stays within arms reach; meaning, how it effects business at that single moment.
In reality, if we were to take a step back, we'd realize Company B uses higher quality materials and brings more experience to the job. They also take the time to hand select the best array of flower bulbs for the newly installed planters, working alongside your suggestions the entire way. Company B also insures their flowers won't die in a year, and they will even clean up your yard after the install; something many other providers don't take the time to do.
Company B takes the experience to an elevated level; and thus so is the end product. It's a practical analogy that many practical people overlook.
Limitations
When I bring up this concept to anyone struggling to understand where we, as design professionals, are coming from, a constant rebuttal is, "But I only have x-dollars to spend on this." And that's fine! Perhaps you have set aside basic funds for a design project; but, maybe (just maybe) it's not enough to really execute at the level you had in mind. If this is the case, I encourage you to do one of two things:
- Do your homework, research quality firms that are willing to educate you on your options based on budget limitations, and develop what will be the best possible solution for you at that time. Understand that revisiting the solution may be inevitable for improvement down the line.
- Take a step back, analyze your goals, and question longevity. Find a creative team that's willing to be honest with you even if it means that you'll need to hold off on a project for another six months. Remember, if you go cheap, you may be doing yourself a disservice.
Respectable creative minds understand the value they put forth and can explain such an asset to you and your marketing team. Contrary to popular belief, you can't just purchase Photoshop and suddenly make a logo—it doesn't work that way; just like I can't buy a bag of flower bulbs and pretend I know much about the life cycle and anticipated longevity.
Getting Real
Before you address a creative team with "how much...", ask yourself this: How much am I willing to dedicate to this project?
Half-spoken thoughts, miscommunicated agendas, and lacking effort lead to misinformed and malnourished projects from day one. Don't be that client! Research the landscape and ask insightful questions of your design team. If they are of high quality, they'll work with your budget and honestly assess your goals.
If your company voice is hoping to speak loudly and clearly—and in volumes—you may not succeed by choosing the cheapest (or fastest) option. You may fall short of your long term goals, and in turn, wish you'd invested in the time and individual(s) that could have done it right the first time. It happens a lot. Don't let it happen to you.
About The Author
Chris Arnold builds smart, flexible websites in Denver, Colorado. He likes backcountry travel and thunderstorms. Learn More.
