Marketing on a Budget
- Hire an agency—"No way, that's too expensive!"
- Do it yourself design—"That takes so much time and I'd have to learn different software for all the online and print vehicles!"
- Don't do anything—"Yeah, I'm sure potential clients will find out about my company by telepathy and break down my door to buy my products and services!"
Many Affinity Express clients are large companies that provide services to small- to medium-sized businesses who are often challenged because they have limited resources for marketing—small teams, low budgets and a lack of expertise, especially when it comes to newer interactive tactics. So, as a company, we understand the problems.
But as a professional, I live with this every day.
When I joined the company, and for several years afterward, "the Marketing Department" was Kelly Glass. My budget covered a salary and almost nothing else.
There was one time in 2006 that I was able to hire an agency. We had to design a new logo, letterhead, envelopes, business cards, web pages and a brochure. The only way I was able to make it work with the amount I had to spend was to: 1) build a strong relationship with the agency and ask for a lot of favors (while responding by serving as a regular reference and testimonial for them) and 2) do all of the writing myself and have our IT team implement the website.
In later situations, I didn't have a budget but still had to get projects done on time. I tried another tactic: using our internal designers at Affinity Express. After all, we have a team of 900 professionals with expertise in more than 30 software programs. How could I not have the best looking materials in the world?