Many companies approach marketing like a necessary evil, that can be managed ‘in-house’ by either the ‘marketing person’ or the ‘person in charge of marketing’. As is often the case that person is also the Chief, Cook, and Bottle Washer!
If you can relate, this is a good time to let out a brief sigh, and pat yourself on the back. We realize that any passionate entrepreneur did not go into business to figure out how to best market it. Doctors go to work to heal people, accountants to balance books and dealership owners to sell cars. Inevitably, someone is assigned the ‘duty’ to advertise and that’s where the trouble starts.
A recent meeting with a dermatology business had us in front of their accountant, who handles all of their marketing! This company has 6 or 7 locations in the market, and the accountant has had just about all that he can take.
This is a case of a good company with good doctors who have grown primarily with the benefit of positive word of mouth. The challenge comes when you grow over a certain size and in order to maintain that level or to keep growing you need to reach more prospects than the word of mouth can get you.
We call this the ‘tipping point’ and for different businesses it comes at different stages. The key is to recognize that your company is actually losing business or market share by not engaging with an agency or professional marketing firm to manage this process.
Many companies make the mistake of ‘managing’ this process in house far beyond their capacity and end up causing enough damage to their own serious detriment. I’m not being overly dramatic, I’m being extremely blunt. As an agency we have seen many companies reach this point and struggle mightily to right the ship.
Even with an experienced in-house ‘marketing person’, if your campaigns are based on which is the ‘cheapest’ advertising medium, and your growth has leveled off or decreased, you may be at or beyond the tipping point. Call us.