At Bath Marketing Consultancy, we regularly monitor industry trends to ensure we understand both the evolving needs of potential clients and the changing landscape of professional service delivery. However, recent competitor analysis has revealed some concerning patterns — particularly the increasing trend of organisations promoting extremely low-cost marketing, design, and website services.
While competitive pricing has its place, we believe it is vital to highlight the risks associated with choosing the cheapest option when it comes to investing in your brand and business.
The Rise of “Bargain” Marketing Services
Across social media platforms and digital advertising, it is becoming increasingly common to see marketing “specialists” offering extensive services at unsustainably low rates — for example, full brand creation packages including logo design, stationery, and marketing materials for as little as £200.
From a professional perspective, such projects typically require several days of skilled work, strategic thinking, and creative refinement. Offering unlimited amends within such low price points is not sustainable, nor does it demonstrate a true understanding of the value these services bring to a business. Instead, it can reflect a desperation for work, which in turn diminishes the perceived value of the industry itself.
If You Don’t Value Your Work, Neither Will Your Clients
The reality is simple: if a business does not put a value on its offering, neither will the marketplace. As the saying goes, “if you pay peanuts, you get monkeys.” Professional marketing, branding, and web development require expertise, insight, creativity, and experience — none of which should be undervalued.
In sectors such as legal or accountancy, it is rare to see professionals openly discount their services. Instead, they focus on communicating the benefits, expertise, and outcomes they deliver. Marketing services should be treated with the same respect. The goal should be to build and promote a package of value rather than to compete purely on price.
Focus on Value, Not Just Cost
Rather than racing to the bottom on price, businesses should take time to identify and market their unique selling proposition (USP) — whether that be the strength of the team, the innovation of the service, the depth of experience, or the quality of results.
When evaluating your marketing and communications strategy, ask:
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Why do clients choose us over competitors?
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What differentiates our business from others in the marketplace?
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What value do we deliver that is truly meaningful to our customers?
If conversations continually revert to cost, it is worth reframing the discussion. For instance, what value would a client place on a stress-free, professional marketing process? What would a robust, well-positioned brand or a lead-generating website be worth to them?
Setting the Right Price and Building the Right Brand
Pricing is a powerful indicator of value. Once you have set a realistic price point, it is important to stick to it and resist the urge to discount heavily. If you do decide to offer a financial incentive, ensure it is limited in time and clearly positioned as an exceptional opportunity rather than the norm.
Above all, investing in the professional development of your brand, refining your messaging, and allocating a realistic budget to your marketing will deliver greater long-term results than simply trying to be the cheapest option available.
Working with the right partner — one who understands your business, values professional standards, and is invested in your success — will always provide a stronger return than opting for the lowest price.
