The triangle refers to the “good – cheap – fast” dilemma. Too often, clients ask a marketing agency for a job of excellent quality, at an economical price, at a pace that requires warp speed. So the adage goes like this: “You can have two out of three - good, fast or cheap – but you can’t have all three.”
But more often that not, there’s truly one primary component that takes precedence, and the others follow.
Let’s say for example, that a client accurately defines his budget and his expectations for quality, but also demands a tight timeframe. The first thing to consider might be deadline. It’s usually the least sensitive subject, and clients often build in a “cushion” of at least a few days. When faced with the reality that a marketing project’s quality or budget may be compromised, clients with a more generous schedule will be quick to surrender to a more realistic “drop dead” date.
Now let’s assume that the marketing project’s timing is critical. Budget is next, so one may suggest that the target date is attainable with more support, longer hours, or expedited service.
The client may or may not stick to the budget. But one way to suggest a budget increase is to offer a quality upgrade or additional features on the project so that a client can gain a new perspective.
Consider the plight of the poor sap shopping on Amazon.com on December 20, ordering a late Christmas gift. He knows the December 20th date means that his 5-year-old son’s gift will arrive late, or else he’ll have to pay an exorbitant two-day shipping fee, or else he can order another item that isn’t what his son had on his Christmas list, but it’s still a gift that could appease everyone – including his wife (who reminded him to order the gift a week ago!).
He can’t call the manufacturer and plead his case. He can’t call Amazon and appeal to their Christmas spirit. And he knows his wife and son may not be happy with his purchase of a less-coveted gift.
Then he notes that he can get the gift delivered with two-day shipping at the standard shipping rate if he spends just $25 more with Amazon. Suddenly his predicament seems less bleak. He realizes that the toy requires six batteries to run, and hey, his son would really love some Ninja Turtles action figures. So he adds them to his cart, and with his grand total at $54.99 (half of which is his “concession” price), he is guaranteed to get what he wants, when he wants it, for the budget he wants.
But not really. He increased his budget, but the introduction of a concession from Amazon made spending more money palatable. He wouldn’t consider spending an additional $21 for two-day shipping, but willingly spent $25 to get other items and secure expedited shipping.
So – sometimes the budget becomes a moving target, especially when you can offer a concession to a client. But there’s also the possibility that the budget is truly inflexible. In that case, the only variable left is the quality, or the scope of the job.
No client or consumer wants to consider the purchase of a product or service that is below expectations. But there are times when an marketing agency will need to restrict a feature or limit the scope of a job to meet a deadline or a budget.
One approach that used to help clients through a dilemma like this is to offer a “phased” solution (if possible).
For example, one client needed a “budget” website designed for a trade show. The agency explained that the approaching deadline and tight budget jeopardized project completion, but asked a crucial question: could the client attend the show and present a website with most of its functionality intact? After some discussion, the resounding answer was “yes”.
For Phase 1, a navigable website was designed, featuring pertinent client content and products, and an upgraded the client web presence.
Phase 2 – e-commerce functionality – was scheduled to launch immediately after the show. The old e-commerce system remained intact until that time.
In the end, the client was happy that he hit the deadline, got the price he had stipulated, and with a little creativity, launched the website he wanted.
In terms of project management, the thought may not be “You can have two out of three”, but instead, “Are you open to exploring other options?” Once clients identify their own biases and blind spots, and once they understand the challenges of satisfying all of the project management goals, they are more willing to consider creative options that both parties can live with.
So once in awhile, the marketing agency is actually right. Just don’t tell the client that.
