I am going to ask you to use your imagination here. Okay?
This is a 30 second television commercial.
And this is a 30 second television commercial.
This commercial is a brand ad that will have $20 million in media invested behind it in the next 12 months.
This one is a tactical retail spot that will run for 6 weeks and have $2 million in media spent on it.
But based on the number of agency hours and agency cost involved to produce it, the agencies could logically argue that the cost is the same.
But are they both worth the same to you, the marketer?
Or is one worth more than the other? Or to make the point, does one have greater value to you than the other?
Because the idea of putting a price on agency services is the basis of Value Based Remuneration.
It means moving away from the cost of producing the idea and putting a monetary value on the output.
The value is determined by strategic importance, geographic use, the period of use, overall investment and expected return on investment.
Then the agency has a clear understanding of your expectations and can then manage their resources and costs to deliver your requirements.
And you can set prices on anything.
A print campaign
A mobile app
And when you add them all together, you get the total agency fee – and not an agency timesheet in sight.
Price based agency remuneration makes sense.
TrinityP3 – Strategic Marketing Management Consultants