The only thing I love more than shopping, is shopping for bargains. I love the thrill of acquiring an item that I need or simply want, at a price that is at or below fair value. As you might expect, I spend a considerable amount of time on eBay, Craigslist, at garage sales and in consignment shops. For years there have been many euphemistic labels applied to secondhand goods, including "gently used," "pre-owned" and "like new." But in the current economy, I call them “smart buys”. The appeal goes beyond bargain hunting. It has almost become a social responsibility to be resourceful in a creative way. I even brag about it when I can get quality merchandise at a good price. It's almost my status symbol to get great for cheaper. In a survey last summer, 70 percent of adults said buying used is more socially acceptable now than five or 10 years ago, according to the poll by Harris Interactive. The ability to bargain or negotiate is at an all-time high. As applied to those who are trying to sell new items, this attitude has created an atmosphere that has depressed the retail sector and made it increasingly challenging to charge a premium price for new products.
This mentality has pervaded the service business as well, and has created an atomsphere by which people seem to expect to pay less and are willing to compromise a bit on quality. What is interesting, however, is that such a compromise might actually cost more in the end.
I pondered this the other day while explaining to a prospective client that a full-service marketing agency like Leapfrog can actually provide “new ideas,” “top notch” service – and still provide a bargain. That’s because agencies like ours can take the guesswork out of the generation of new ideas; can be an efficient manager of marketing and advertising tools, and most importantly, can negotiate and obtain some of the best rates for third-party services that are available. These benefits can often provide incredible efficiencies for companies – no need to worry about a salary and benefits, or to try to manage unfamiliar details that take managers away from their core responsibilites. We know companies who have spent many times more on home-built solutions than they would have if they let us navigate the marketing waters for them.
So as you consider your next deal or discount, don’t forget to consider the intangibles – and then give me a call; I’ll be happy to help you keep more in your pocket.