jump to navigation

Metrics or mindset May 28, 2010

Posted by Jack Macholl in Marketing, Marketing Planning.

I’ve been asked by many people what they should  look for when selecting a marketing firm or ad agency to help them develop a brand. Before delving solely in to the core answer, I feel that any business partner you are considering be it a CPA, IT consultant, or a Financial Planner must understand your goals or objectives. When discussing your marketing or brand building programs the provider must spend a minimum of an hour or more asking you questions and then listening carefully to see if there is a partnership match (not every client is a match-you can’t be all things to all people).  If they fail to do this or jump right to the sales pitch (mindset) for “next big tactical idea” then they are likely to deliver a plan that comes from left field. Many firms will speak to you about “campaign metrics” but in your world “metrics” may be the  number of orders you receive from a direct marketing campaign-so the agency or business partner must take the time to understand how you do business and what is important in your world.

Here are some potential questions you should be fielding from an agency seeking your business (not a complete list-a start):

  • What are your current clients’ perceptions of your business?
  • Who is your ideal client?
  • Are there any tertiary or secondary target markets you’d like to explore?
  • How do you wish to be know in relation to the competition?
  • How is your product/service solving the end users life “problems” or “pain points?”

The actual planning exercise would take many hours to arrive at a well crafted plan that would be  executable by virtually anyone that picks it up. But that is a post for another time…



No comments yet — be the first.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: