To digital and traditional Marketing and Advertising
“When I let go of what I am, I become what I might be”
Sun Tzu, The Art of War
Do you have a complete marketing/advertising strategy for moving your usiness forward? Are you considering getting help in developing or executing a plan? Before you get too far in evaluating your next marketing firm consider the
First, you should document your answers prior to defining the scope of your needs and contacting possible solution providers. This way you can learn a great deal from your initial conversations with prospective agencies.
Sounds basic, but marketing communications play a wide variety of roles in achieving business goals. Yes, they mostly relate to Sales goals, but many other aspects of a company are impacted as well. The performance of
Human Resources, Operations, Customer Service, and even Finance rely upon effective communication strategies. So, ask or survey leaders in each of these areas on how your current marketing and communications support their
goals. You might be surprised by what you learn.
Research and document each of your direct competitor's operations. What are their marketing approaches? How do they sell? What are their core strengths and weaknesses? Most companies think they know the answers, and you
might, but the effort to document it inevitably leads to keen insights and patterns that will help you define your needs and approach to developing your plan.
Yes, developing goals should be done prior to your search. No, increasing sales is not a smart goal. First, here's a quick explanation of a SMART goal, it must be:
Specific, Measurable, Achievable, Relevant and Time-sensitive.
Do your best to take the problems you identified and the opportunities you unearthed through your competitive assessment, then set SMART goals for each. You will refine these with your new agency partner, but knowing them will help you decide who seems best able to help you navigate the process.
You know them, the ones you love to take calls from. They represent your highest profit segments, and refer business to you. There may only be 5%-10% of your customers, but they deliver 70%+ of your profits. Develop 'Personas'
that describe them, note their problems, their goals, their preferences. Yes, some of the descriptions will be basic demographics: age, gender, education, affiliations, etc., but the important elements will be the psychographic
differentiators that help your understand their behavior.
Every business has unique reasons for a prospect to choose them. Call it a unique value proposition (UVP), unique selling proposition (USP), brand promise, or a litany of business-speak terminology referring to what you simply
put, claim as the reasons prospects should by from you. Please stretch past the overused claims like: our people, our process, our experience, our products. Get as specific as possible and focus on the insights you've learned
so far in the process.
Expert guidance makes all the difference. Who do you want treating your business ailments? A student? A freelancer? Or, a recognized expert with deep experience and proven practices!
Conducting a brand and creative audit identifies where you need to start refining your efforts, and provides invaluable insights into how to improve the performance of your marketing.
Stop trying and failing by “do-it-yourself” measures. Let our award winning experts assess your best, and refine your plans.