Issue 7iOctober 2004

ESA Marketing & Graphic Matter, Inc. sharing insights and methods.  

Cover

Marketing Matters: The Why When & How To Hire A Professional

Design Matters: A Business Manager’s Guide to Buying Creative Services

MarketingMatters.biz archive

“Walking with the Wise II: 70 Mentors and Millionaires Teach the Secrets of Prosperity in Business and Life!”

by Linda Forsythe and Lena Osborn

Marketing Matters:

The Why When & How To Hire A Professional

Have you called your doctor, lawyer or CPA lately? WHY? Simple – because they have expertise that you don’t. Granted, you don’t necessarily need a doctor for a simple cold; and you don’t need a CPA to do your daily bookkeeping. But when the problem is beyond your store of knowledge and experience, you seek the professional.

So WHEN do you hire a marketing professional for your business? When you have to plan and implement strategies and don’t have the time and/or expertise; when you have to weigh what you can do vs. what the professional can do so you can concentrate on what you do best -- running your business.

In marketing there are 3 functions a professional can perform for you that will save time, dollars, and improve your sales success.

HOW to select:

DON'T                     

• Don't select based on size. You don’t need a big agency for big support. A smaller firm may have more time, energy, and personal service.
• Don't limit your selection to local providers. With today’s technology proximity has little impact.
• Don't eliminate a supplier because they don't have existing clients in your specific industry. A supplier can get relevant experience in related industries and then apply a fresh approach to your industry.

DO

• Get referrals, ask about the quality of service, responsiveness and resourcefulness.
• Interview several companies; 3-5 max.
• Check credentials, samples, portfolio and/or web site
• Consider talent, creativity and resourcefulness – that out-of-the-box thinking that will highlight your uniqueness.
• Look for an agency that understands your specific needs, has the ability and desire to put forth the effort, and can do it within your budget.
• Find out with whom you will be working and make sure you are compatible. A great agency will serve as an extension of your company and build upon your resources.
• Understand the proposals put forth, make sure you understand what you will get at the end of the project and all related costs. Pay specific attention to the Terms and Conditions, including payment schedule, copyright and ownership issues.

Working with a marketing professional

• Set goals and expectations. Be realistic; nothing happens overnight.
• Know what you want to say (the message) and to whom (the target market)
• Understand the roles of the participating parties
• Know how you want to be perceived in the marketplace and work together toward that end. That means understanding your company’s identity, niche, competitive edge
• Build strategies around a workable, pre-determined budget and target to your prospect client
• Know how you are going to measure the results.

And finally, when you do hire a professional, LISTEN to the advice. If you second guess, overrule, change course, or stop mid-stream, you’ll never know if she/he was right.

Design Matters:
A Business Manager’s Guide to Buying Creative Services

Eventually most businesses will require the professional creative skills of writers, artists, photographers, graphic designers, interior designers, and/or web designers.

You don’t have the staff for this, so you decide to outsource . . . now what?

Define Your Need – clearly identify

• your objectives

• the message to deliver, with a call-to-action

• your target audience

• method of distribution

NOTE: The more specific you can be, the more precise the contractor can be when creating copy and design.

Use Tangible, Measurable Objectives

• Show samples of existing pieces that you like and dislike to steer the contractor in the right direction.

• Identify your preference for colors and graphic looks that you like as well as those you don’t like.

• Be open to new ideas and suggestions. For example: the contractor might suggest additional expenses up front that will save significant time and cost in the long run.

Define Constraints

• Discuss budget, deadlines, and quality requirements up front.

• Identify existing materials you need to match or any conflicting objectives for related projects.

Create a Written Agreement

The agreement is typically provided by the contractor, it should include the following:

• Define the project requirements including objectives, timelines, estimated costs, deliverables (defined in terms of tangible, measurable results), and terms and conditions regarding payment and deposits

• Identify project inclusions, assumptions and exceptions;

• Discuss edits, additions and changes, such as rush jobs and add-ons, and how they will affect the cost and timeline.

• Be sure everyone is comfortable with the details before the project begins.

From Design to Proof Approval

• Initial review and concept presentation translates your requirements into a physical product and confirms a mutual understanding of the objectives. The presentation may include a blueprint, first draft, comprehensive mock-up, photographic proofs or proof-of-concept.

• Edits and changes are billable or non-billable: not billable if it is within the original specifications; billable if it alters or extends the initial specifications.

• Proofs make the intangible tangible. Good communication is essential in your critique and judgment. Avoid using vague and subjective phrases; emotional evaluations are subjective. Provide examples that more closely resemble your vision. A picture really is worth a thousand words; and beauty is in the eye of the beholder.

• To avoid feeling uncomfortable with constructive feedback, return to the initial agreement and review the requirements together. Remember you are both striving for the same goal - moving intangible concepts into tangible materials.

• Promote pro-active and positive communications. Problems when encountered are usually the result of poor planning or passive communications. Managing this process with care, from the early stage of the project, will protect your budget and timeline.

Project Close-out & Evaluation

• When the final materials are in, perform a joint evaluation.

• Confirm the initial objectives and specifications;

• Review any changes that were introduced during the course of the project;

• Be sure to collect all materials and instructions you need to complete the project. Some deliverables from one contractor may need to be passed on to another. For graphic design request all source files (with editing capability) in their native software application including illustrations, fonts, page layout programs, high resolution photography, print specifications and other detailed specifications. This allows you to reuse the output repeatedly and makes for the best business value.

Win-Win

The greatest asset any business has is a satisfied customer who is willing to buy again and refer others. Creative professionals depend on a strong portfolio of satisfied customers. Your success is ultimately our success.