I was talking with a customer today about some of the financial and marketing decisions he’s making in the face of today’s down economy.
“I can’t see myself working with a big ad agency right now,” he said. “I want to pay to get what’s inside your head, not pay for some agency executive’s BMW.”
[Side note: Thank you, dear client, for valuing whatever marketing insights are inside my little head. Believe me, I’m going to share every darn one of them with you.]
Anyways, his comment got me to thinking that most of the agencies we choose to partner with are also small — places here in Dayton like web designers Atomic Interactive, or phototography studio Biel Photographic. Places with just a few employees, but with a lot of experience and specialty in their field.
When I work with Marty Biel, for example, I feel like I’m not just buying a product — that is, photographs — but rather that I’m buying his vision, his eye, his years of experience sizing up not-so-appealing environments and figuring out how to turn them into great images.
In other words, I feel like I’m paying to get what’s inside his head. Instead of paying for somebody’s BMW.
The choice should be clear once you remove other people’s names from the sentence. It