When They Don’t See the Value

As part of our CFC Speaker Podcast Series, today we have Jonathan Cleveland, Principal of Boston-based Cleveland Design.

With a staff of five, Cleveland Design works with large corporate clients who, BTW, also have in-house agencies AND ad agencies. (Does this make you less timid about approaching prospects who seem to already have their needs met through an in-house department?)

In our 13-minute interview, Jonathan (who will be participating in the upcoming CFC panel discussion, “Perspectives on Money and Pricing”) talked about a recent pricing issue he encountered:

The situation: A client had a generous budget for a corporate video project but when it came to the companion print brochure, they started to nickel and dime on price. Before the print brochure issue, was resolved, the client came back with a larger budget for more videos.

The disconnect: Why there is such a big difference in perceived value of print design and digital design? Jonathan says:

“With computers and personal layout programs, the more unsophisticated marketing client thinks they can lay out a brochure or flyer themselves … There is a perceived notion that ‘I can do something, throw it together and print it out.’ They sent us a PDF of a very nice brochure and said ‘Just copy this.’ We couldn’t get through to them on the value of the brochure, but when it came to the video, they were more than willing to open up and say ‘Let’s just do this video’—budget wasn’t an issue. The print brochure seemed to be all about budget.”

Listen to find out Jonathan’s strategy for dealing with clients like this…

And if you aren’t yet registered for the 5th Annual Creative Freelancer Conference, June 21-22 in Boston, sign up here and take advantage of the combo $100 discount: $50 early bird before Mar 30th + $50 Marketing Mentor discount with promo code “CMM12

And listen to other podcast interviews with our speakers, Dyana Valentine, Mark O’Brien of Newfangled.com and Shane Pearlman.