Ask the Experts
tame Your Marketing Budget
sherrimayco.com @sherrimayco 12 steps
1 Bring a budget to the table
for each project
Of course you have an overall
marketing budget, but take the
time to establish (and stick to)
$ project-specific budgets.
2 Don’t hide the budget
Be up front about your budget
and if you’re working with a great
creative team, they’ll appreciate
not having to guess the bottom line
number. they’ll respect your budget
and exceed your expectations.
3 Be realistic about your timeline
Rush fees (or overtime) add up fast.
When possible, build in enough time
for your project to move forward in
an orderly fashion. If it’s truly a “hot”
project, include rush or overtime in your
budget so there are no surprises.
Know (and communicate)
as much as possible about
What are your expectations? Desired
line outcomes? Audience, barriers, preconceived
budget t notions, likes, dislikes, major selling points,
expectations ce benefits, etc. A creative brief is a great way
aud to organize your thoughts.
Changes of scope are big-time
budget killers! If necessary, bite
the bullet. But when a complete
change of direction isn’t necessary
… steer clear.
6 trust the team
Nothing can derail a project faster than a
content expert who think he’s a designer
or a copywriter playing like she’s a
content expert. Identify appropriate roles
and trust your team to do the things they
all individually do best.
sherrimayco.com @sherrimayco copywriter
7 Keep your review team
to a minimum
More heads are always better than one.
But when reviewing creative, too many heads
could mean disaster. everyone comes to
the table with their own preferences and
you could end up in a never-ending revision
loop. Keep your team to key stakeholders.
8 Manage the process
Multiple changes done at different
the same time cost far less than the same
number of changes processed separately.
Begin by routing to all reviewers at once,
be firm with about the date by which
then, gather the feedback,
you need feedback.
filter it carefully to determine
necessary changes and provide
a consolidated list to your
“How about creative team at one time.
9 Fresh eyes
Ask a detail-oriented colleague with
little or no knowledge of the project to
review it carefully. You’d be surprised at
the things someone with “fresh eyes”
will bring to your attention.
10 sign for approval
X Ask your reviewers to literally “sign off”
on the final approval draft. When people
have to sign something, it triggers a
“read this carefully” response! this can
help to avoid costly changes once the
project has gone to print.
11 Consolidate printing
Many printers are able to maximize press
efficiency by running multiple projects at
the same time. You can benefit with cost
savings when you can coordinate similar
jobs to print at the same time.
C M Y K
12 Order smart
Although you don’t want to
waste materials, the cost to
print a small supply of extras
is generally negligible.
But, the cost to go back on press
for a small quantity can be startling.
Determine the shelf life of the piece,
order enough for the shelf life and
increase your quantity by 5%-10% to
cover unforeseen requests, samples, etc.
For more ideas on how to
better manage your marketing
budget, or if you have any other
questions, ask the marketing
& communications experts at
Sherri May & Company.
????????????? 602.547.7020 x101