(DIY) – It’s Painful to Watch

Our staff meets every Tuesday morning to review status on client accounts. We sometimes find ourselves in a discussion about a client or prospect who has chosen to do it yourself (DIY) rather than use us for professional marketing and creative support.

The client or prospect never actually says it, but we know that they think that DIY saves money and, worse, that they can maintain quality standards.

It’s Painful to Watch . . . because in our experience we see case after case where DIY generates results that range from marginal to downright embarrassing for the client looking to save money. DIY becomes a very slippery slope  when in-house graphics, copy and other creative assets begin to show up alongside the professional brand imagery that we have created. Brand dilution, fragmentation and degradation thus begins, slowly but surely.

If you are a functional manager and marketing falls under your purview, think twice before falling for the following points of view:

1. A person in your organization who was not hired to do marketing, but has an affinity for graphic design and copy writing, says to you, “We don’t need a professional marketing company; I can do that for you, and a lot cheaper.”

2. You hear, “What? We can buy software dirt cheap to do that!

3. Or, one of our favorites: “My cousin can build a website for practically nothing!”

4. And then there’s this one: “I got a print quote that’s a lot cheaper; lets just do it ourselves!”

Don’t get me wrong, we don’t begrudge DIY technologies at all; we use some of them ourselves, and for some it’s the only way to go.

We get that. And we understand the need to reduce costs.

But . . .

Remember that the true total cost of DIY is the total cost of every hour you and anyone else in your organization spend doing it yourself, plus the direct cost of all materials. And you risk diluting your brand and your graphic standards each time you informally DIY.

Is it worth it?

Maybe, maybe not, but for we marketing professionals, it is often . . .

Painful to Watch

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