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What to expect from
your marketing advisor...
Regardless of the firm's size, industry concentration or functional
specialty, a client should expect the consultant to do certain
things during the course of a project:
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1. |
Quickly grasp the current
business situation.
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2. |
Import (bring) marketing
knowledge and techniques.
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3. |
Provide a level of
objectivity not achievable within the company
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4. |
Conduct thorough research
(if and when necessary).
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5. |
Analyze all relevant data.
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6. |
Make recommendations.
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7. |
Initiate the proper
action. |
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In actuality, there is no
magic involved in the marketing consulting process. A broad range of
experiences combined with education, innovative thinking and
intuition are requisites for successful practitioners of the art
and science of marketing.
While advertising
agencies, PR firms, web designers, social media experts, sales reps and product design
firms may have important roles in the marketing process, the
marketing consultant can help their client determine if and when to
bring their skills into the action to produce an optimized program.
Too often advertising agencies opt to solve the client's marketing
problem (or opportunity) with a megabucks ad campaign and a clever
slogan. |
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Too often, industrial design firms try to "save the client" with
new product designs that will be the best things since motorized
jogging shoes and taste free underwear.
BOTTOM LINE: Advertising firms
are advertising firms, sales reps are sales reps, industrial
designers are industrial designers, etc., etc. They should be hired
to do
what they do best. |