A Money-Saving Marketing Guide

Published by

 The bigger they are,

                            

the harder YOU fall

                                          

 …but the little guys

                                   

can cripple you too!

                                                                                      

Here’s the inside scoop on “outside” marketing experts . . . 35 years’ worth of experience and considered judgment for you to chew and digest:

                                                                               

WEBSITE DESIGNERS who claim to have the gift of marketing genius have nada. If they’re older than 14 to start with — even 30-something — they are still probably 14 mentally; and odds are they haven’t a clue about marketing, but have learned to sound convincing about it. Exceptions? Sure. Check my blogroll.

                                                                                     

AD AGENCIES know less than website designers. They are heavily invested in winning themselves awards and cornering clients into excessive payments. They have no down-in-the-trenches sense of how to make sales, nor do they particularly care as long as the next big client stands ready on the horizon.

  •      They are particularly skilled at song and dance “dog and pony shows” that tell clients how great it’s going to be but that accomplish nothing to write home about, as long as the next big client stands ready on the horizon.
  •      If you’re looking for artsy or funny or insulting or dramatic ads and commercials that have high impact but make no sales, go to an ad agency. And the bigger the agency, the more it will cost you and the least likely you’ll get the results you seek.
                                                                                                     

PR FIRMS do have a pretty good camaraderie with numerous media people and can be effective — depending on whether you pay them $10,000 a month or $15,000 a month — at wining and dining and schmoozing editors, writers, and sometimes publishers into considering coverage for the news releases they write and submit for you.

  •      And they certainly know how to play the news release format game, but they rarely if ever are able to capture the essence of your business message and bring about action because they almost universally seem to think they know more about your business than you do. So what comes out is mundane, meaningless babble.
  •      Make them write three test releases and explain why the words in them are the best words and who and when they would submit them to and why.
                                                                                    

MARKETING GROUPS will tell you they’ve got you covered, yet only a minuscule number actually realize that marketing is the umbrella and that the functions under that umbrella include sales, advertising, promotion, packaging, pricing, merchandising, PR (public relations), industry and investor relations, customer service, CRM (Customer Relationship Management), website design and development, email and social media promotional activities, employee alumni associations, buzz (word-of-mouth) marketing, and on and on.

  •      Ask them HOW they “cover” you and see how many of these avenues are mentioned.  
                                                                                                  

MEDIA. Would you have a guy from the slaughterhouse prepare your meals?

                                                                                 

SBA SCORE COUNSELORS. SCORE is Senior Corps of Retired Executives. A lot of the world’s nicest, most well-intentioned people in this organization that provides FREE consulting.

  •      Unfortunately, like the federal government they represent, they are completely out of touch with the realities of day-to-day business management, and may as well be on Jupiter for the marketing guidance they provide. Time is money. Don’t waste your time.
                                                                     

     What’s left? Independent consultants and project managers. Probably these folks represent your best choice, but only if you’re careful in your selection. Some of them are just as crooked as many of the others.

     ASK QUESTIONS. Ask for explanations about HOW a candidate thinks about what she or he claims to have accomplished. Ask for examples. Ask why something that worked well worked well and why something that didn’t, didn’t. How confidentially do they offer information? Who are a couple of client types they can suggest for you to contact to confirm.

     Beware of self-proclaimed “experts”

with cookie-cutter solutions!

 

# # #  

302.933.0116  Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

3 comments so far

3 Comments to “A Money-Saving Marketing Guide”

  1. mustang loveron 05 Aug 2010 at 5:21 pm

    Great information, I just bookmarked this.

  2. Hal Alpiaron 07 Aug 2010 at 12:26 pm

    Thanks Mustang Lover. I look forward to your return visits!

  3. Hal Alpiar’s Blog » BUYING HYPEon 23 Apr 2011 at 7:25 pm

    […] you’re brave enough to ask, I’ll be happy to tell you endless tales about creative groups, ad and PR agencies, marketing firms, management consultants, SEO “experts,&#8…, and incompetent but well-intentioned relatives who have won major awards, charged a fortune in […]

Please Feel Free to Leave a Comment Below




Search

Tag Cloud

Authenticity Behavior Is A Choice BRANDING Business Managers Business owners CHOICE Choosing Behavior Communication Customer Service Deep Breathing Doctors Entrepreneur Entrepreneurial Spirit Entrepreneurs Entrepreneurship Facebook Goal-Setting Goal Criteria Goals Google Hal Alpiar HERE AND NOW Innovation INTEGRITY job creation Lawyers Leadership Listening Marketing Motivation New Economy Obama Peggy Salvatore Productivity Sales Sales Professionals Small Business Small Business Owners Stress Management Success Time Management Trust Twitter Unemployment White House

WP Cumulus Flash tag cloud by Roy Tanck requires Flash Player 9 or better.