Transparency is crucial, especially in the beginning stages of your project. You never want your client to feel unsure about what you are doing and where their money is going. At the end of the partnership, your client must be able to walk away with all the information and data.

Respect Media as an Investment

It is important to note that digital media should be treated similarly to financial investments. There is always risk involved with bringing an outside source in to help your business, and it must be handled wisely and responsibly. Another essential element is that you do not want to set initial expectations for the ROI to be unrealistic.

Make Sure the Math Makes Sense

Before starting any campaign, it is crucial for all parties involved to be on the same page when it comes to profit margins and cost-per-action (CPA) expectations. The math always needs to make sense to your business and your client.

Set Realistic Expectations

It is crucial to not over-promise immediate success to your clients. Sustainable results take time and data. In addition, there are many different standards of success, and you should ensure that you are on the same page as your client from the jump.

Track Everything

Data is important because it will give you all the information you need. Some methods to consider using to track your investments include:

  • Google and Facebook tracking tools
  • Add call tracking
  • Use enriched conversion data

Adopt the “If You Win, We Win” Approach

As a business, it is important to do what is best for your client because as they continue to succeed, your success as a business is also growing. In addition, you want to continue to make your client look good, so they are more inclined to bring you and your business along with them as they move forward.

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.