by Freddy Tran Nager, Founder of Atomic Tango + Planner of Marketing…
A friend who runs an ad agency told me he just declined a prospective client. Even though that prospect was a great guy with a great business, he refused to pay for a campaign plan, and would only pay for the production work.
I told my friend that I, too, would have passed. I see a marketing plan as the blueprint, the screenplay, the treasure map, so it’s undervalued at even $10,000 or $20,000.
A plan also draws on a lifetime of education and experience. That’s why teams employ coaches. Otherwise, they’d just let the players run things.
And these days, we have AI and bots as players to handle basic production — writing, design — but for the foreseeable future, planning and directing will still require human creativity and strategic thinking fueled by empathy and emotion.
And that’s worth paying for, don’t you think?