Photo Credit: Death to the Stock Photo
Let’s not talk about the time I was offered $250 for a comprehensive marketing strategy — weeks worth of work — and say we did.
There’s something many of my peers have been discussing in private groups and behind closed doors but no dares to speak out loud for fear of losing work. We trade emails where editors think $25 for 500-word articles, replete with secondary sources and rounds of revision, to be a living wage. We lament over the fact that seasoned marketers are being outbid by people with little to no actual work experience beyond preening themselves in front of a camera. I’m told, why would I pay X if Competitor A offers a third of your rate, to which I respond: I don’t compete on price; I compete on value, efficacy, and experience. Last week someone told me that she made more money doing the same thing ten years ago than she does now. Her professional life is one of diminishing returns: she has to work twice as hard now to make the same money she made a decade ago. In a private Facebook group, scores of influential bloggers talk about how brands and publicists trot out the word “exposure” in exchange for free work. Recently, writer Victoria Philpott shared a perfect scenario of this charade in her incisive essay about the trap of blogging for exposure:
A new startup wants you to review their app on your site, host a competition to give 5 away to your readers and write about them on the App Store. In return you’ll get to be one of the first to try the new app. You go back and tell them that’s advertising and will cost but they ‘don’t have the budget for that’.
So, they want a good few hours work, and access to your audience, in return for an app you didn’t ask for or want?
Another friend seethes when she’s told by her editor that college kids would be willing to work for free (or for a fraction of the standard rate) because everyone wants exposure and experience. In a hustle economy, everyone’s juggling side gigs and projects, and the refrain is constant: we’re working harder for less.
I worked through college — balancing a 20+ hour work week with a full course load, volunteer activities, and a social life. Most of my internships were paid because I couldn’t afford not to make money, and while I understood that my compensation directly correlated with my experience, it was unthinkable to compete with full-time employees’ comp, people who had years of experience.
Let me be clear and say that this isn’t a get-off-my-lawn rant, a Gen X vs. Gen Y kerfuffle that rivals Biggie and Tupac. We need each other, and I believe in the power of symbiotic mentorship. After I left a digital marketing agency where I was an equity partner, I kept in close contact with many people who reported to me, brilliant women who went on to break ranks and with whom I forged close relationships. Although we were 10–15 years apart in age, we knew our respective value, and it was equal and powerful. I mentored women on being a manager and leader, how to negotiate comp and deal with toxic employees, and they kept me fresh on burgeoning trends and social media, and what I’ve learned most from my millennial friends is the power of reinvention. Of taking something old and seeing in it the new.
So if you’re ready to get riled up at the kids today, there are plenty of articles on Medium that will satiate you — this is not one of them.
For the past few years, I’ve witnessed a disturbing trend in some agencies where they’ve skimmed the top (less P&L impact) and hired junior talent in hopes of growing them rapidly into senior roles. A whole middle layer of management was nearly non-existent, so you had very senior people too deep in the weeds and junior talent feeling overwhelmed and non-equipped to manage work and situations in which they had little experience. In The Devil’s Advocate (bear with me), Al Pacino’s character tells a young and arrogant Keanu Reeves:
I know you got talent, I knew that before you got here. It’s just the other thing I wonder about: pressure, it changes everything. Some people you squeeze them, they focus. Others fold. Can you summon your talent at will? Can you deliver on a deadline? Can you sleep at night?
Some people surprise you — they’re natural leaders and they exude confidence and acumen beyond their years, a talent that’s rare and priceless. A soon-to-be college grad outlines, in detail, how hard she worked to get published in bold-face publications before graduation, and I respect her tenacity, talent, and hustle. Yet, there’s something to be said for tenure, for having the years, for enduring experience and learning from it and then having the perspective that only time and distance brings to bear on new situations. I will always believe in the adage “you get what you pay for”.Replacing tenured talent with cheap labor to save bottom-line impact isn’t a viable long-term strategy. Placing band-aids on dams might work in the short-term but inevitably the dam will burst.
There’s real and tangible value in having a college or intern perspective. There’s value in having someone who knows the nuances of a particular social media channel give input on content and strategy. However, the value is complementary, not interchangeable. Just because someone will do something for free doesn’t mean you need to take advantage of it for the short-term savings, completely sacrificing the value of experience and perspective. Complement, don’t replace all.
Let’s revisit that offer of $250 and what comprises an integrated marketing strategy. Building a strategy requires (I’m summarizing big time here):
- Discovery/Research: A complete brand and business immersion and discussions with staff across business units — all of this in the context of industry factors and consumer trends/behavior
- Key Learnings: From all of the research and discussions, I tend to identify challenges and opportunities, along with some kick fixes or wins. Since I’m removed from the day-to-day, I have the fortune of distance and perspective and can usually identify issues (internal and external) and opportunities that staff too close to the business might miss
- Objectives/Goals Discussion: This is lengthy, and often we review past day and performance as well as a deeper conversation about their existing customer base. We discuss quantifiable and qualitative goals and objectives, knowing that our strategy has to satisfy or meet those goals/objectives. We discuss what success is and how to measure/optimize it, by channel, by tactic
- Strategy Outline: This is the “What” — What we’ll do to service the goals/objectives. This isn’t a tactic, a “we’ll launch an Instagram channel” or “we’ll hire a YouTube celeb to bolster our brand” — this is the big idea and plan that will impact the entire business, and will be implemented across paid, owned, earned and partner media.
- Tactical Roadmap: From the strategy falls the tactics, which brings the ideas to life in a practical way, i.e. the “How”. This will invariably require the collaboration between partners (internal and external) for development of distinct and detailed plans with budgets, timelines, and allocated resources
So you think all that work — weeks of labor — is worth $250? I’ve worked hard for 17+ years to be paid $250 for a marketing strategy? Surely you jest.
You think the hours it takes for writers to find sources, compose interview questions, transcribe interviews, draft articles and make revisions are worth $25? $100? $250?
As Shannon Barber so sagely writes: “No one can eat exposure.” I tell people I’m not operating a non-profit. Would I ask my doctor to reduce her rate because someone down the street charges less? Would I nickel and dime a plumber? Would I ask someone to paint my apartment for free in exchange for an Instagram post? Why is it that people find it easy to diminish the value of writers and marketers (non-tactile skills)? Why is it so easy to sacrifice quality for short-term profit?
When will brands and businesses focus on complementary talent rather than bottom-line savings that hurt over time?