There are many options available for customization of your project. When a company doesn’t have the time or money to invest in choosing the right advertising option they often resort to an inadequate solution, one that could have major consequences to their brand’s development. Their resolution will probably look something like one of these:
First, if money isn’t an issue, they will contact an advertising agency. This will hurt their opportunity to make more profit with other more cost effective and just as powerful advertising solutions.
Second, they will consult a designer to create a point of purchase brochure or flyer without taking time to determine if this is in line with the company’s goals and objectives. There can be many things wrong with this approach. It takes time and often educating the designer of these objectives. Any number of communication barriers can cause incorrect application of a goal and result in inadequate design and therefore actually detract from the purpose that ideally defines the company and is consistent with previous advertising in order to emit brand recognition at a glance. Even a nice design can communicate an undesired message.
Third, they may hire in-house professionals and although this may seem like a good option, this requires you offering more benefits and often limits your flexibility if you decide this person isn’t the best option. This may be a good option for a lot of companies but most likely small businesses don’t have enough work for keeping these individuals busy or motivated. You need this individual to be constantly thinking and developing your brand. Giving these individuals 8-5 time slots and guaranteeing them a paycheck regardless of their results probably isn’t the best option.
In order to develop a brand image that over time becomes recognizable to the buying market it is important to hire professionals willing to know and understand your company’s brand in addition to creating good design. Consistently capturing the brand’s essence in each and every advertising piece is going to make a big difference in recognition from consumers. Continuing to tap into cost effective solutions and thinking pro-actively for your brand will make the biggest difference on your bottom line of time and money. Advertising to this effect will capture your target market and broaden your reach. Having advertisers on a short leash (on contract) keeps professionals aware of their need to produce solutions rather than just fill an 8-5 time slot.
So, you might be asking, what about my investment of time in selecting the right consultant and how do I know I can develop trust with them?
What the right consultant looks like:
You need a designer that speaks not only creative but business language also. There are many designers that doesn’t understand the bottom line or how to communicate outside of their own creative universe. You need a designer that understands the importance of goals and objectives in implementing and fulfilling successful strategies. They must be able to do this while keeping the creative juices flowing and maintaining focus on a company’s competitive advantage. This individual should also understand the different methods available for advertisement. This individual should also have a network of other professionals that have expertise in other areas that are outside his or her own capabilities.
Developing trust:
Trust is something that must be earned. You may or may not trust the individual in the beginning. But, the cost advantages of taking a chance on contracting with an individual as opposed to the other options mentioned above will have much less risk. You can always break your ties without significant financial investment.
SWCMarketing:
SC Marketing is a marketing and advertising professional acting as an Independent Marketing Manager who speaks both creative and business languages. I want to help small business owners effectively reach their target market without overcharging. Well-placed time, effort, and initiative is what the advertising agencies have forgotten. While agencies focus on design aspects, I know that developing new relationship to create new business prospects requires a lot more. I will create advertising design that is vital to infiltrating new markets but the focus will remain on creating more prospects. I will handle your marketing jobs singlehandedly or coordinate larger jobs among my network of highly skilled creative professionals, but you can trust that your marketing is in good hands.
Shoot me an email and we can discuss how to develop and implement your greater competitive advantage. Depending on the scope of your project, I can put together a plan personally or work with my network of creative professionals to help propose your best advertising solutions and how to create a brand with lasting impact that will work for years to come.
Know someone that needs to hear this information, please pass this along. If you need assistance getting leads, prospects, and clients cost effectively, please contact me:
Your confidentiality will not be compromised.
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