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 THE
CONSULTATION
Once you’ve made up your mind that your company needs
to move to that NEXT LEVEL, it may be time to bring in the cavalry.
Marketing Consultants are experts in the field of business expansion
by improving your company’s sales, profit growth potential
and Return on Investment.
In order to help create a new strategy for your company’s
future must first get to know about YOU. Initially, you will
need to meet face-to-face for a Q&A session.
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You
will start by answering these 5 standard questions:
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- Do you have an extended marketing plan NOW?
- Have you ever dealt with an outside Consultant before?
- Do you have a dedicated budget set aside specifically
for marketing?
- Are you running a marketing effort already that we can
review?
(ie. Direct mail, e-mail blasts, print ads etc)
- Who are the decision makers in your company? |
These questions help to initiate the positioning of a Marketing
Consultant within your company’s infrastructure. The
answers you give will affect the future marketing plan that’s
custom-designed for you.
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The Consultant will try to get
a general overview of your company’s history by inquiring
about your:
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- results of your
present marketing
- advertising methods
- sales strategies and approach
- established public image
- your desired image
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- existing marketing
efforts
- tracked advertising response
- tracked sales reports (highs and lows)
- your perception of the company
- short term & long term goals
and… YOUR OVERALL COMPANY NEEDS |
From here, the marketing Consultant will provide you with a
few possible scenarios dealing with your marketing plan. They
will discuss what a custom-designed campaign can do for a company
of your size. |
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 THE
MARKETING PLAN
You have received the contract and the proposal designed for
you by the Marketing Consultant. It spells out what you can
expect from their draft; a roadmap to your campaign, the time
schedule of his supervision of all marketing efforts and the
price menu.
After you have signed this agreement, you are now ready to receive
your new marketing blueprint.
Though marketing itself is not an exact science, a solid
plan drafted by an experienced professional “business
architect” will launch calculated efforts
to deliver results far more quickly. A marketing professional
bases their strategic designs on extensive research, statistic
reports, demographic studies and intuitive common sense
from technical experience and business leadership.
The Marketing Plan alleviates the responsibility of so many
tasks from your shoulders as an owner/operator. It manages your
sales and sales force, advertising direction, profit projection,
distribution of labor and services and ultimately influences
the balance of your company’s budget. A Marketing Plan
greatly reduces ‘wasteful’ company resources spent
in “guesswork marketing” while creating a clear
window on your Return on Investment (ROI).
Schedule vs. Resources
Each effort is based on your budget and the number of people
dedicated to each project. For example, if you have 1 mail clerk
who can assemble and send 1500 letters per week and one phone
rep can make 500 calls per week, you will need 3 phone reps
to follow up on the 1500 letters sent. Furthermore, your Mail-to-Call
cycle under this scenario should reset itself every 5 business
days.
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 YOUR
PRIVATE MARKETING DIRECTOR
There are TWO PARTS to Image Marketing: The Plan and the Director.
The plan is designed with a supervisor factored in its framework.
For consistency’s sake, it is highly recommended that
the designer of the Marketing Plan nominate a qualified individual
as the Marketing Director or retain the position himself to
ensure the success of the overall campaign.
Vendors
and Materials
Within the Marketing Plan resides a list of necessary marketing
tools chosen for your campaign. Your Marketing Director is equipped
with a list of reliable vendors such as printers, web designers,
Advertising & media people etc., to bid for each service
as needed. By having your marketing director handle all vendors,
you are ensured of the quality of the overall campaign while
protecting your company’s complete interest.
Directing the Effort Launch Schedule
Timing is everything! Your Marketing Plan will have a calendar
of when you are to launch your list of efforts. The Launch Schedule
may be contingent upon season, economic climate or any other
external variables that may influence result. As the Marketing
Plan is your calendar and guide to each launch, the Marketing
Director will act as a schedule supervisor to monitor the results
of each effort. He is equipped to re-calibrate the launches
(if need be) of all other efforts and even alter the entire
plan to respond to any possible outside variables.
This flexibility of this position is crucial to the survival
and success of the plan. Stubborn rigidity has caused many companies
to fold while the executive who “changes with the tides”
not only stays afloat but grows with the times.
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