By Joseph Cekauskas
Marketing Strategist & Consultant
JC Marketing Communications
The goal of our JC Marketing Communications blog is to educate and/or assist you in making a more qualified buying decision when it comes to working with an advertising agency alternative, graphic design or marketing partner. In an effort to be user-friendly to our readers, we do our best to reduce any use of “industry jargon.” Today’s discussion is an information exchange and/or some well-intended philosophizing on our part. Based on facts, rather than opinion, we hope you enjoy exploring this and future subject matters. Recently, your feedback has told us that we’re delivering practical and useful information.
You can hire an “up and coming” architect to design a “cool looking” office building at a reduced fee. Does it make any sense to utilize the services of that “cheaper” architect if his/her design isn’t functional or safe for occupancy? Imagine how much revenue and time it would cost YOU, the building owner, if your facility couldn’t get a CO (certificate of occupancy) because it wasn’t up to code?
The same holds true if you’re searching for an “advertising agency alternative” or “marketing consultant/graphic design partner” to help you produce your marketing and sales materials. Whether you require a sales strategy, sales letter, brochure, direct mail postcard, magazine ad, website, video, packaging, etc—a fair share of graphic designers, web designers or printers are utilized because they have artistic and/or computer ability. Many of these sources work “on the cheap” and are better suited to creating something “cool.” Few, if any, web vendors, graphic artists or printers bring effective marketing strategies and methodologies to the table.
Suffice-it-to-say, studies have proven that the absence of effective selling formulas and desirable content in your sales tools compromise your return on investment (ROI) significantly. Without a well-thought-out strategy, you risk producing a physical piece that is ineffective and a waste of money. Worst yet, there’s a strong possibility that employing a non-marketing mindset designer will deliver just a handsome regurgitated version of what you, the customer, suggested. All-in-all, you wasted valuable time and effort.
It’s a fact, successful organizations benefit on numerous levels when they team with a marketing partner who has a broad skillset and an “ALL-IN” mentality. An advertiser will be best served by a one-stop resource with a proven track record who makes “your mission, their mission” while providing marketing solutions that WILL make your organization more profitable…and quickly.
Still skeptical? A valuable marketing professional:
1) offers marketing consultation advice for the long term success of your business
2) provides strategies and formulas which, can be incorporated into all aspects of your business—and increase revenues/profits instantly
3) delivers high-level professional execution done in a timely fashion
4) produces “low cost, no cost” methods which means YOU, the advertiser, won’t have to run the ad as much or mail as many pieces to get the results you desire. You ultimately save money.
How do you know which
marketing solutions provider
best fits your needs…….
and where do you find this
reliable partner?
DO YOUR HOMEWORK BEFORE
YOU START THE INTERVIEW PROCESS!
First, make a “wish list” or “top ten list” of what your organization hopes to accomplish. Rank your priorities in order: most important to the least important. Simultaneously, develop a list of realistic sales goals/figures, as well as an advertising budget to attain this goal. Now you’re ready to begin your search.
Next, call successful businesses in your area and ask their marketing manager who they work with. One good referral source is to call your local Chamber of Commerce. BUT DON’T STOP THERE. Go online, search and visit websites. LOL—Don’t rule out providers outside of your area unless you consider yourself a “control freak.” At JC Marketing Communications, a high percentage of our clientele are based outside the State of Connecticut, yet these same clients will tell you they receive service and solutions as if they were in the next room. For us, these clients came via referral.
When you visit the websites of potential marketing partners, you’re looking for a solutions provider that actually “says something.” Pretty brochure samples or high profile clients doesn’t mean the organization is skilled at getting effective results. And if a vendor boasts about receiving ad awards, this doesn’t necessarily translate to success or higher sales results for clients. Furthermore, look for quantifiable proof contained in the website copy that substantiates if the vendor can deliver on their promises. Certifications, credentials and/or a large body of work is important—it’s not the be-all, end-all. If the website claims “we grow your business,” it doesn’t mean the service provider actually does. If they are truly competent, they will offer specifics (facts and figures) that back their claims.
Once your list of finalists is complete, you’re ready to call and interview (not interrogate, LOL) potential solution providers.
Importantly, your “marketing arm’s” number one goal should be to increase your market share AND add to your bottom line. Specifically, YOU would be better served by a partner who concerns themselves with getting you the best return on investment (ROI) for your marketing dollar, rather than creating “cool artwork.” In addition, these vendors must provide you with quantifiable data to illustrate that their marketing strategies and formulas work. If possible—acquire the phone numbers of at least three clients from your suitor so you could call and interview them privately.
When you interview any potential marketing partner, it’s a good idea to ask: How was the tactic determined based on the strategy/methodology? How much was their fee and what did their services include? What was the return on investment (ROI) for the client? Lastly, is the marketing company willing to be accountable for their advice?
Intelligent marketing and
graphic design solutions
that deliver better results
for less money!
If you’d like assistance with your marketing strategy, including marketing consulting and developing marketing materials such as a website, direct mail postcard, brochures, ads, sales letters, tradeshow displays, video and more—contact JC Marketing Communications (JCMC) at 860.621.8866. The message and image we assist you in developing will motivate your audience to buy from you now. Our intense commitment to your sales growth is unique because we do what is necessary to help your business to be better.
Imagine—one quick phone to us call can launch your business toward accelerated growth, larger market share and higher profits. Call while the thought is still fresh in your mind—860.621.8866.
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