December 28, 2009 – Denver, CO — In a down economy, businesses need to cut expenses. But it’s painful to cut a marketing budget when it brings needed revenue. You get what you pay for in marketing and creative services. But here’s what savvy business owners are asking: what, exactly, are we paying for?
If the answer is “beautiful conference rooms,” businesses may want to reconsider how they’re spending precious marketing dollars, and switch from a large ad agency to a boutique firm. Zeto Creative, a small design and advertising company based in Denver and Akron, OH, is a good example of the new boutique business model. Partners Lisa Conner and Scott Kessler come from big-agency backgrounds, bringing years of experience in what matters most to clients. There may have been a time when clients valued slick ad agency offices, but now they want results. And we’re not just talking about brand recognition; clients want to see purchasing behaviors change and revenues increase.
How does a company like Zeto get results without the big budgets and bench strength of a large agency? Low overhead. No prime real estate offices, and no big payroll commitments. Instead, Lisa and Scott set the standards and partner strategically with other creative professionals, depending on the skills needed for a client’s project.
But Lisa and Scott don’t skimp in one area: technology. It allows them to be fluid, efficient and responsive, and work from just about anywhere. They stay in close touch with each other, their creative partners, and their clients by using tools like instant messaging and video conferencing. They are able to manage the business side of things with low-cost or free online account management, data management, and time tracking software.
This model has obvious benefits for clients, who have better access to their creative services team for a lower cost. But there’s a bonus benefit, too. Flexible business structures allow creative professionals to be more, well, creative. And their tech savvy can be a treasure trove for clients, who may be looking to jump into social networking or other new ways to get the word out.
What motivates these creative professionals to leave the safety of big agencies to form small boutiques? Ironically, the team at Zeto Creative has found that their small, flexible model gives them more security, because they rely on a diverse portfolio of clients to provide their “salaries” rather than a single big-agency employer.
Professionals like Lisa and Scott find that this model frees them to do their best creative work. For boutique firms, the rules are few: know the client, be efficient, be accountable, and keep the good ideas flowing.
Zeto Creative is a boutique design firm powered by two experienced, award-winning, creative professionals who provide first-rate client service, and results-driven creative that is brand-focused, ignites the imagination and surpasses expectations. We are based in Denver, Colorado and Akron, Ohio.
DENVER 720 530 5595 AKRON 330 212 7484
© 2009 Zeto Creative. All rights reserved.
