MARKETING MATTERS What Ingredients Are Key for Outsourced Marketing? NORWIN A. MERENS, NM MARKETING COMMUNICATIONS, GLENVIEW, ILLINOIS
ment of your company. When thinking about marketing, consider the age-old debate: Is it better to rely on someone inside your company to implement your marketing initiatives or is it bet- ter to look outside your organization and use a marketing firm to develop a marketing services campaign? Tere’s no universal answer to this question—it’s different for every company. You might look at the individuals you work with every day and be able to identify someone who has marketing acumen, is experienced working in that capacity for a similar company or maintains ties to an industry association. However, if you find that you
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must work with an outside firm, you are still tasked with meeting (if not exceeding) your marketing goals each year. Te need to be judicious in se- lecting the most appropriate external marketing resources for your organi- zation is as important as ever. Trough the following simple key
steps, you will have the essential in- gredients needed to create a palatable and successful marketing soup.
Do Your Homework Finding the right marketing firm
from the outset is as simple as doing some due diligence. Ask trusted asso- ciates for referrals. Find out who your colleagues use and why. Yes, our digital world has truly
changed the way we conduct business, yet doing a good job still should be on the top of your search criteria. Your peers are people you respect, and the time and effort spent to make a phone call or shoot off an e-mail for some candid feedback is minimal. Te internet is a wonderful tool to
find reviews on marketing profession- als. Dive further and use your social media resources, such as LinkedIn, where you can review these firms’
n today’s ever-changing economy, you need to think carefully about each step you take in the manage-
profiles and peruse their recommenda- tions from others.
Know Who You Are Working With Does the external marketing
resource fully understand your busi- ness and industry? Does the firm know your intended audience and what causes them to act or react? If your business is niche—and most in our industry are—it makes sense to choose a firm that plays in the same backyard. It is impor- tant that the marketing firms or agencies you are considering hiring are active participants within your industry associations and are on top of what is going on in your arena.
you can assess how the team works and if you can envision working together on a long-term basis.
Talk, Talk, Talk Communicate clearly and often.
Start by having the marketing firm tackle one project to see how the team works.
Spell Out the Terms Nobody likes surprises, nor can they
read minds. Once you have made the decision to hire an external marketing resource, be clear on your expectations for a project (or projects), particu- larly timelines and budgets. Defining realistic business expectations from the beginning of the relationship and reviewing them as the project unfolds saves time and money.
Keep It Simple Have the agency or marketing
firm tackle one project. There is no need to have the group undertake your entire marketing communica- tion activities from the onset. Begin with an initial project and monitor the firm’s performance along the way. Remember, by having the agen- cy handle one project, you are still in the “probationary period,” and there is no binding commitment through signed annual contracts. It is during this one project or campaign where
Frequent interaction with your mar- keting firm makes all the players aware of the many changes in direction and scheduling and other critical issues that will undoubtedly occur through- out a project. Having regular conversations with your out- side marketing team provides a collaborative environment,
yielding positive and profitable results for your business.
Keep an Open Mind Remember to remain objective
and open-minded to your outside marketing firm’s ideas and recom- mendations, even if they seem far- fetched in the beginning. It is the marketing experts’ job to be creative and convey your message, product or services to your targeted audience. You may need to try to understand their creative concepts and see how their strategies can help meet your marketing objectives in ways you have never considered. Blending these ingredients when selecting the right agency or market- ing firm will help you in your creative efforts to offer up an impactful and perfectly seasoned marketing mix. If you take the time to know who you are hiring and make sure they are the right fit for your industry, you are making a viable investment in secur- ing your marketing initiatives and growing your business.
Norwin A. Merens is managing director of NM Marketing Communications, Glenview, Ill.
June 2011 MODERN CASTING | 39
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