Guaranteed Results
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- ukit0
Actually what maikel said is the best answer. On the web at least it is possible to quantify these things (and I guess with direct mail or something like that it would be similarly possible).
So if you are doing interactive work I would dig up some conversion stats from past campaigns and present them to him, while suggesting a similar rate of return is likely for him. However it's simply not feasible to give clients a "guaranteed or your money back" type promise, that's a little silly.
- airey0
it can also depend how serious the client is about putting money behind the proposition. i mean the google logo blows but the incredible strength of force behind the product makes the brand worth a large fortune. if anyone here had done the logo and posted it here you'd get heckled from the cheap seats and deserve it.
- Raniator0
Tell them you can guarantee the quality of your work will be at least as good as your competitors and cost less.
- foz0
fuck me, a sensible discussion thread.
You can measure the results of branding and design but only (as airey said) if you have a clear established system in place. Call them on it, and then cross sell your business structuring strategy to add value to their business.
- bored2death0
What kind of 'results' would you be guarantying?
- vaxorcist0
I used to work for a small agency that DID guarantee business results. The key seemed to be how we worded things and how we made damn sure the company was growing anyway and really would put $$ behind our campaigns....
Growing anyway was what really mattered.... and of course, our CEO actually tested their products to ask himself if he would buy it....
- dare to tell us what the wording was? or the process of influencing client sales?popovich
- pillhead0
Just explain to the client about Dath Vader and the bank job.
- rodzilla0
I think the key as a lot of people are saying is to know what exactly they want to measure? I think good/consistent design obviously creates brand awareness. Which can lead to greater sales as they will potentially be looked at like an industry leader.
Most likely you can guarantee that your designs will help create a greater awareness. Set milestones and try to gauge wether you are helping. Setup something where you check quarterly and maneuver ads accordingly if things aren't on track. If you can set it up where at milestones if he is X% higher you get X% more that'd be pretty ideal.
- orrinward0
Whenever I've been asked this with regard to design work I've always taken the question in a different way. Your client could be trying to ask you what sort of tactics you are taken to increase the likelihood of the design to be a success.
I tend to reassure the client on a bunch of stuff such as:
a. I have a strong portfolio of successful work
b. I will research rival companies and get a good understanding of what trends are on the rise with regard to these specific markets, and find a balance between trend and timeless design.It may not be the right way to go, but just reassure them you will do a good job and throw some reasons in. It's a wishy-washy question so give them a positive, but equally wishy-washy answer.
- vaxorcist0
Branding campaigns usually take time to show results, and they are often unmeasurable but sometimes incredibly valuable....
Direct marketing Infomercial-like barrages show fast results, easily quantified, but may trash your image in the long run,....
There is an in-between, and/or a third path, but beware....
- popovich0
Great insights so far!
- miesvan0
Say yes. That will be very successful.
And do not do anything else. Tell him to dismiss the sales manager and marketing. There will be short.
But what is this? And knows he make what he sells? and know sells what he make?...
- Elfangio0
I guess what your client wants know, its a legitim question, is what kind of return his investment will get. You can try to go around this ask him what are his expections? For example, if you do a client a re-branding does he expects that his busness dont close?? depend how bad the problem already is. Make him an anolagy with a tooth, sometimes its too late to save it and you have to replace it....
- One time I went to a dentist and he started to try to save something that coudn't be saved, and in the end we had to take out!! I said so why didn't you take out in the first place? I did not pay the remove then....Elfangio