Dealing with a slowdown in bytes

By Rajesh on March 14, 2009

I have been a client earlier and an agency too. At this moment, interestingly enough, with Blogworks and Pitchh.com we are both an agency and a client respectively.
This week brought some interesting perspectives.

  • As an agency you seek committed relationships, as a client you want to pay for performance and that alone. Retainers/ CPM pricing versus Project Fees/ CPL or Cost Per Conversion.
  • As we move into the new financial year, it might be useful to take learnings from consumer marketing. For example the creation of shampoo sachets allowed many more users to enter the category, many who previously purchased bottles also found it easier on the pocket to buy them.
    Byte sized packages, with set timelines and measurable returns would be a good way forward to gain business. Of course more effort will go in, but who knows customers might, in fact, end up buying more sachets.

What do you think?

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  • Alright so i am talking as a client. My marketing & communications budgets for the year are fixed, so the cost model is a secondary concern. what's going to get me excited is more bang for this buck. so any agency comes up innovative and specialized advertising media which promises me a more optimum use of my monies is going to get the job.
    --amit
  • This is about being goal-oriented as opposed to a general fitness or vanity play. It links to the economy because people are less likely to be spending on flashy things and more likely to be thinking practically and pragmatically. Certainly people are spending less in this downturn, but they will spend something.
    At the end of the economic slowdown, the winners will be those who have taken advantage of their most important resources — imagination and creativity.
    Also, Consumers who had learned to trade up when times were flush are now learning to trade down. They realize they were wasting money on higher-priced goods and services when less expensive alternatives were available with little real trade-off in quality or satisfaction. Indeed, many consumers regret what they used to spend; they are finding a new sense of well-being in becoming more discerning shoppers.
    The same 'nice shoes..' philosophy :) Hugo Boss Vs Bata
    Gen-Z (: "Yuppies are an ancient civilization. Flaunting money is considered gauche: If you've got it, please keep it to yourself -- or give some away!"
  • Quite interesting! Though nothing that is not happening or won't happen as the aftermath of so-called recession but like the perspective you put forward through this byte sized post (if I can say so) about the state of things around! :)
    ---
    Sampad
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