Marketing packages: benefits for small business
The truth is, marketing retainers are often set up to benefit your marketing agency rather than you – the client. So, how is a marketing package different to a marketing retainer? And what are the benefits of a marketing package, as opposed to a marketing retainer, for small business?
How is a marketing package different to a marketing retainer?
A marketing retainer typically involves pre-purchasing a certain number of service hours from your marketing agency each month for a pre-defined length of time (usually 12 months).
A marketing package involves a similar per-month payment structure to a marketing retainer, however your set monthly fee is structured and priced according to pre-defined marketing deliverables rather than by the number of hours it takes your agency to complete the work.
The difference is subtle, but the fee-per-deliverable structure of a marketing package delivers significantly more value for you – the client – than the fee-per-hour structure of a marketing retainer. Get the difference between a marketing package and a marketing retainer in the two scenarios below.
Scenario 1: Marketing retainer
You decide to increase the marketing for your small business and agree to a 12-month marketing retainer agreement with your marketing agency. You receive ten service hours per month from your marketing agency for a set monthly fee of $1500 per month. Not bad … but, what happens if your marketing agency takes their sweet time to do the work? Or what if you pick up a few errors in your agency’s work, which are then fixed on your valuable retainer time? Your business is left paying the same bill regardless of the outcomes that your agency delivers for their ten pre-paid service hours.
Scenario 2: Marketing package
You decide to increase the marketing activity for your small business so you purchase a 12-month marketing package from your marketing agency. You pay the same $1500 set monthly fee as the marketing retainer in scenario 1. This time however, rather than receiving ten service hours from your marketing agency, you receive the following program of pre-defined marketing deliverables each month, including: a one-hour face-to-face strategic planning session, one email marketing campaign to your client database, two keyword-optimised blog posts for your business website, search engine optimisation (SEO) management for up to 10 of your top keywords and an end-of-month performance report.
In both of these scenarios, you pay the same set monthly fee ($1500 per month) to your marketing agency, have access to professional marketing advice, and probably receive great service and great quality of work. So, what are the benefits of a marketing package over a marketing retainer?
Benefits of marketing packages for small business
You don’t pay for wasted service hours
With the fee-per-deliverable structure of a marketing package, the number of hours your marketing agency takes to complete the work is irrelevant to you. If your marketing agency takes a long time to complete the work, you still pay the same amount.
You receive top quality work the first time
The fee-per-deliverable structure of a marketing package means you still pay the same amount even if your marketing agency submits work with errors that you need to send back to them for fixing. This means it’s in your marketing agency’s best interests to deliver top quality work to you the first time – because otherwise, they’re fixing it for free.
No surprise invoices
Have you ever had marketing work done that you assumed would be covered by your marketing retainer agreement, only to receive a surprise invoice for ‘surplus’ service hours at the end of the month? You don’t get this problem on a marketing package. Marketing packages are priced according to a program of pre-defined marketing deliverables (not by the number of service hours it takes your marketing agency to complete the work), so you can see whether a piece of work is included in your marketing package from the outset. The result: no surprise invoices – regardless of how long it takes your agency to complete the monthly program of work.
Let’s assume you purchase a 12-month marketing package with your marketing agency. Each month, it’s in your marketing agency’s best interests to develop and deliver a marketing plan that works hard for your small business. At the end of your 12-month marketing package, your marketing agency will be able to look back over the year and demonstrate to you exactly what was achieved during your 12-month service agreement with them in terms of outputs, campaigns and the results of those campaigns.
Consistent efforts, compounding results
Great marketing is an investment that produces compounding results over time; the key is consistency. The consistent approach of a pre-defined marketing package built on a fee-per-deliverable pricing structure means your marketing agency is focusing on delivering consistent marketing outputs, and building on the marketing successes of each month, which will go far in attracting enquiry and converting leads into customers.
A great marketing package is simple – one seamless program that delivers outstanding results across a number of marketing disciplines. If you’re currently engaging a marketing agency, a search engine optimisation consultant, a graphic designer and a public relations agency to handle your marketing program, there may be one great marketing package out there that can simplify things for you and amplify your results.