The old way to think about your marketing:
- I need a brochure
- I need a business card
- I need a Web site
The new way to think about your marketing:
- I’m launching a new business…what do I need?
- I need to attract new customers
- I need to differentiate myself from my competitors
The old approach thinks of marketing is products. The new approach thinks of marketing as solutions.
Why It Matters
Think of your marketing as a collection of tasks. Here’s what your day would look like under the old model:
- Search the phone book for marketing companies. Spend half of morning making calls.
- Talk to freelancer about designing brochures.
- Spend more time on the phone talking to a web designer.
- Hire intern to help with marketing.
- Run to printer to pick up new business cards.
- Try to get freelancer to call website designer to get on the same page.
- DOES ANYONE KNOW HOW TO START A BLOG?!
- Back to printer. They don’t use the same ink as the freelancer’s printer. Logos look wrong.
- Where’s that damn intern?!
- Call a dozen friends to find a company that can help you set up e-mail marketing.
- Missed three sales today because you were at the printer.
- Web site just crashed. Call web designer. He’s on vacation…or back at college.
- Press release? Well, I hadn’t thought about that…
- Close up shop. Try again tomorrow to get everything on track.
Now take a look at what your day would look like under the new model:
- Sit down with veteran marketing strategist. Outline an integrated marketing campaign that includes everything you need: direct mail, Internet, e-mail marketing, advertising.
- Focus on other aspects of business while your full-service marketing team handles writing, design, printing and execution of your marketing strategy.
- Show off new marketing tools to existing customers. Everything looks professional, consistent, sharp. Clients are impressed.
- Nurture incoming leads, close more sales, grow your business
How to Choose a Marketing Firm
When looking for someone to help with your marketing, keep in mind The Old Way and The New Way.
For a product-oriented approach, you could use a combination freelancers, in-house employees, print shops, and Internet orders. It may take five or six people to get the whole project done, and you’ll have to manage the whole process.
For a solution-oriented approach, you want something simple and convenient, yet sophisticated enough to help you stand out. Choose a marketing team that can adapt as your marketing needs evolve.
Questions to Ask a Marketing Agency (or Other Marketing Provider)
- Can you handle my complete marketing needs (from logos to Web site, from writing to design and printing)?
- Will I have access to the writers and designers?
- How quickly will you be able to complete my project?
- Can you recommend solutions based on my goals?