Let's talk about money

This way, you can keep up with the trends of 2025 and focus on the essentials.

“Go ahead for now. We don't want to restrict you creatively.”
Do you recognize this? A new project begins, but the budget remains vague. There is often uncertainty, especially in the initial phase. And you're not alone in this. But why is that? Why is it often so difficult to talk openly about specific budgets?

Let's look at other areas for comparison: Supermarket, car dealership, real estate search. Here it is completely natural to have a clear budget idea. When buying a car, for example, I explicitly communicate my financial framework - and then the customer advisor shows me the right models.

So why is it often different in marketing? Why do we hesitate to create clarity here?

By Peggy Spera, Senior Consultant at Von Helden und Gestalten

The fear of numbers: what's behind it?

In my opinion, the reluctance to communicate a clear budget often has the following reasons:

People don't want to commit (yet): Many customers feel uncomfortable giving a figure early on. They are afraid of making themselves vulnerable.
They are (still) unsure: They often lack an overview of how much budget is really available. There is also the question of what is actually appropriate for the specific agency services.

In both cases, the presentation and cost estimate are awaited before a budget is set.

And what happens then? The agency starts, presents extensive strategies and ideas - perfectly tailored to target groups and touchpoints. And the reaction:
❌ It's too expensive.

And that means: back to square one. Individual measures have to be picked out and everything readjusted - with a lot of additional effort, energy and costs. This reorientation is exhausting for both sides and fraught with misunderstandings. Is this how you imagine working together? Certainly not. And that makes two of us. So what can we do better?

Why is transparency a real game changer?

Let's imagine there was a budget specification from the outset. What would be different?

Creative, targeted concepts: We develop approaches based on realistic framework conditions.

Efficient collaboration: We work with fewer misunderstandings and a greater focus on achieving common goals.

Higher chances of success: We avoid unnecessary loops and set the framework for a punctual project completion.

Budget transparency is a win-win for everyone involved. It creates trust and ensures that the investment is used wisely.

So how can you estimate the budget correctly in advance?

Of course, it's not always easy to define a budget - especially for new topics and projects. These three tips and approaches will help you with your assessment:

Joint kick-off or workshop: Joint budget discussions create clarity and strengthen trust.

Flexible pricing models: Different comprehensive packages ensure differentiation and give you a choice. This promotes transparency and traceability.

Appropriate comparisons: Similar projects and best practice examples serve as a reference to get a feel for the costs.

Share experiences: It's always easier in dialog. We are happy to advise you on how clear budgets have led to better results.

Show courage when it comes to the budget!

At the end of the day, we all want the same thing: to be successful together. And that includes using the budget in a targeted manner and, above all, sticking to it. Open communication not only saves time and money, but also improves collaboration and results.
So: Dare to shed light on the budget issue - and answer it honestly. Nobody loses, but everyone wins. 🚀

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