More than any other recurring theme we see as an agency when engaging with our clients for the first time, is the fragmentation within their own marketing strategy.
The reason this happens is two-fold. First, there are many eager sales reps in the market place, each tasked by upper-management to sell this or that, this month (which will change next month). I know because I’ve been there, and you really can’t fault the reps, they’re just trying to make some money.
The second reason is typically the business owner, or the person in ‘charge’ of marketing doesn’t really have the time or vision to look beyond today’s challenge in order to lay out a proper campaign that looks long term and focuses on the target market.
So the reps come in, make a good pitch and the owner or marketing person says, ‘OK, I’ll try it’. Just like that another piece is added to the puzzle, more resources are sapped and the expectations bar is raised a little higher.
A large majority of the time, the results are dismal. The advertisers blame the reps for something that ‘didn’t work’, and reps defend their product by saying either the advertiser did not give it enough time, or didn’t put the proper support behind it.
The fact is that there is rarely a situation where one marketing or advertising solution ‘works’, all on it’s own. If you’re talking lead-generation (like with selling cars or homes) there are plenty of sites/search engines that can deliver good results without much help, but the typical brick and mortar businesses, that need to get people in their doors, requires a well-rounded campaign in order to be successful.
We recently helped a car dealership in Miami by conducting a free media audit. It was probably the first time the owner ever sat down and put an ROI to every bit of advertising they were doing. After that meeting, not only did we reallocate about $20,000 in wasteful spending, but we are now creating a campaign so that all of the parts are working in unison.
I guess you can rephrase the title of this blog entry another way: “The whole is greater than the sum of its parts!” This is where an experienced ad agency can help trim away the fat, keep you focused on your target market and get the best return on your advertising investment. If you see yourself in this scenario, give us a call to schedule your free media audit, and let us see what we can do for you.