Choosing the Right Marketing Consultant
Tips for Choosing the Right Marketing Consultant: A Veteran Marketers' Perspective
Choosing the right marketing consultant is an art. My dad used to say there were two types of people: those that talk about doing things and those that actually do them. I have found throughout my 30+ year career in marketing that this holds true for consultants, too.
Two Types of Consultants
I have seen consultants that “do”. They roll up their sleeves and dive into the company’s problems. What needs to be done? Who needs support and coaching? How can I help?
And then there are those that “do not.” These are the bloviators. The talkers. The incessant theorizers. They love to attend meetings, host meetings, and meet to meet.
The “doers” explore problems and offer solutions. They focus on tangible results and ROI.
The “do not” consultants love to throw money and people at problems. Not getting enough leads? Well, you aren’t spending enough. (That may be true, but it may not be. The do-not-do consultants immediately throw money at the problem.) Not getting the results that you need? Ah, you don’t have the right people, or your staff is too small. Hire my cadre of best friends to fill out your marketing department and you will see the results.
More often than not, the do-not-do consultants leave before the results are in. They leave behind another story: bloated teams, wasted budgets, and exhausted managers. The talkers love theories, but they hate hard work. They love to delegate the job to the staff while making themselves look like the heroes should any one of their trendy theories work and improve leads, sales, and ROI.
At Seven Oaks Consulting, We Are All Doers!
In case you haven’t guessed, I’m a doer. I’m a roll-up your sleeves and dig-in kind of consultant. I mentor and teach, to be sure, but typically, I use situations as learning opportunities with my clients’ marketing teams to help them improve.
I know the theories, of course, and yes, I apply some of them. Brand story. EOS. Agile marketing. Each bears exploring. But the consultants avoid love to talk incessantly about theories without putting them into practice. When pushed, they rarely demonstrate theories in actual practice.
Finding the Best Marketing Consultant
How can you avoid the “do nots” and hire “can do” consultants? During the interview process, listen to the questions they ask. The do nots often leap immediately to the solution and insist that they have seen it all and therefore do not need to explore alternatives. The can-do consultants request data, plans, and results to date. They want to talk one on one with a few team members. They ask specific questions about what has been tried and what has failed.
Occasionally, a client invites me into meetings to screen marketing consultants or observe interviews for marketing staff positions. I am an INFJ on the Myers-Briggs theory of personality and if you know any INFJs, you know that we literally feel our senses in our bodies. When I encounter one of these do-nothings, my stomach feels sour, like a giant rock has settled in. I physically recoil from them. I can usually sense them on a first meeting, and almost never miss them on a second meeting. And when I do sense them, I try to warn my clients about this type of consultant. The theorizer. The philosopher. The expensive, time and money-draining person who rarely solves the client’s problem – they solve their own problems by draining the budget dry before moving on to the next company.
Hire can-do consultants. Ask for references. Look at their work. Ask pointed questions during the interview process.
- Some questions to consider include:
- How would you solve this problem?
- What experience do you have with X?
- Why do you think this is happening?
- What would you recommend in this example?
Should Marketing Consultants Provide Samples?
Do not expect the consultant to provide samples specific to your company or a written marketing plan for free. I have had potential clients steal sample plans and enact them. I’ve caught them doing this; we’ve met, given them a short marketing plan, and the next thing I know, I see the messaging and tactics all playing out. It’s not a coincidence. It’s happened to me too many times over my 18 years as a consultant, so now I rarely provide details in writing without a hiring agreement. However, during the interview, I am happy to give some industry perspectives, best practices, and a few ideas.
As a senior marketing consultant who has run a successful business-to-business marketing practice for over 18 years, I can help you weed out the talkers from the doers. More importantly, I can help you get the work done. My teams can be deployed quickly to your content needs, providing regular marketing content for social media, blog posts, guest posts, and more. And I promise not to talk theory without practical application. That’s a promise.
Mailing Violation: Marketing Agency Fined for Lack of Disclosures on Direct Mail
I check several news sources daily to keep up with both local and world news. One story on the AP News caught my attention: Marketing Firm Fined $40,000 for 202 GOP Mailers in New Hampshire.
The story is interesting to me because of my background in direct mail. Before founding Seven Oaks Consulting in 2007, I had a long and happy career leading marketing and direct mail for some of the nation’s largest education companies. My master’s degree in Direct and Interactive Marketing from New York University included many courses in direct mail management, and I spent many hours over the years working with mailing houses, printers, and agencies through the New York tri-state area. I have even led workshops in direct mail for marketing agencies who need to shore up their knowledge of best practices.
The AP report was scanty and did not give background information about the case, so I searched the New Hampshire Department of Justice for the case and read through the PDF on their site that lays out the state’s case against the marketing agency, Deliver Strategies. Deliver Strategies is a marketing agency specializing in political marketing for candidates running for office. Direct mail is often used for political marketing.
According to the document found on the New Hampshire DOJ site, the case began when it was discovered that 189,000 political mailers sent to residents in New Hampshire failed to contain the appropriate disclosure language (paid for by) and return address. Investigation into the mailers led to a tangle of mistakes that began with the client and ended with the mail house.
Mistakes make throughout this case include:
- Deliver Strategies acquiescing to the client’s request not to put the return address and disclosure on the mail piece.
- Trusting that the client’s lawyers had reviewed the mail piece and given it a green light to proceed without the disclosures. (I wonder if they received written confirmation from the client on this).
- The mail house, upon questioning the name to put on postal form 3602-R, taking it upon themselves to search online for the candidate’s name and address and putting it on the form. Meanwhile the candidate neither authorized nor paid for the mailer. The candidate knew nothing about it. It was paid for through a political action committee (PAC).
Reading through the DOJ document, I kept shaking my head. I understand completely how such mistakes happen. The agency wants to please the client. The agency asks for, and receives, reassurance that the legal team has blessed the mailer. Meanwhile, the mailing house tries to do what it thinks is correct and ends up screwing up everything further.
I think the moral of this story is that if a client – or an agency – sends you a creative proof that you feel is wrong, you need to question it. Dig in your heels. Do not go with the flow.
Digital Strategies questioned the client about the lack of return address or disclosure, but in the end, went along with it up on reassurance of its legalities. That’s a reasonable call to make in my opinion as an agency owner. If they did not suggest taking off the return address or omitting the disclaimer, the fault, in my opinion, lies with the client. I hope that the agency asks for the fine to be repaid, counts its blessings, and moves on
An Overview of Marketing Tactics - Use the Right Marketing Tool for the Job
Are you using the right marketing tactics to achieve your business goals?
The right tool for the job makes the task easier. The same goes for marketing. Choosing the correct tactic to achieve your goals is vital to your overall marketing plan success.
Too many executives, however, hear or read about a particular tactic, and then it becomes their pet tactic. They go to a seminar that talks about Facebook advertising, and suddenly, they want their marketing team to enact a Facebook marketing plan immediately – even though their target customer is on LinkedIn or the company has already tried Facebook advertising and gotten no results.
I can’t tell you how many meetings I have sat in as a consultant and heard company leaders demanding to know why this tactic or that one isn’t being done as if a particular tactic is a magic bullet that will fix their marketing problems.
There’s no magic bullet, and there is no one ‘right’ marketing tactic to solve your particular problem. However, there are some guidelines about what tactic to choose based on the specific situation you want to solve. Below is my list. It is not the only list. However, it should serve as a sound general guideline for those who wish to use it. As with all things in marketing, test, measure, repeat what works, and discard what doesn’t. Give any campaign enough time to make an impact before changing things. And always – without exception, without fail – focus on your audience and where and how they like to receive information.
Examples of Marketing Tactics and The Goals They Achieve
Advertising
Print, television, radio, display, digital, social media ads
Best for lead generation, direct product sales, and acquisition marketing (such as building up an email list for future marketing). It can also be used for branding and product awareness.
Direct Mail or Email
Direct mail (old-fashioned “snail mail”), email marketing
Best for direct product sales and lead generation. Email marketing through newsletters is good for retention, i.e., “keep in touch” marketing with your customers.
Content Marketing
Blogs, articles, case studies, white papers, videos, podcasts.
Best for thought leadership, awareness, and branding. It can be used for acquisition marketing but is usually not an immediate lead generation or sale opportunity. Excellent for brand awareness, building brand loyalty, and developing an audience.
Events and Conferences
Exhibiting at a trade show and attending industry events.
Best for networking, brand awareness, and long-term acquisition and retention.
Marketing Tactics – The Right Tool for the Job
Again, let me stress that the list shared above offers guidelines rather than rules about which marketing tactic to choose for your needs. Often, these tactics are adapted or adjusted to support various strategies. Multiple tactics are used together (called an omnichannel marketing strategy or an integrated strategy) to produce the desired results.
This is where choosing the right marketing tools becomes an art rather than a science. Companies that struggle to solve a business problem, such as lead generation, high customer churn, or poor brand awareness, should work with an experienced marketing consultant. Experienced marketers have faced similar problems and have seen which campaigns worked (and which didn’t) to solve the problem. They can apply these learnings to your business and make better, informed suggestions.
So before you insist that “we should be doing a podcast” or “we should start a blog,” sit down with your most experienced marketing person and instead state the problem to be solved. Don’t try to guess the tactic or use the tactic in vogue. Not every marketing approach fits every situation. Pick the right tool from your marketing toolbox to achieve the desired result.
Ready to get to work?
Let’s talk about how I can help you develop your brand, communicate it with confidence, and build a content marketing powerhouse that generates leads, supports sales, and provides solid marketing.
Marketing Strategy Review: Are You Stuck Doing Pot Roast Marketing?
Here at Seven Oaks Consulting, “pot roast marketing” is an in-joke. It refers to how companies often fall into the trap of doing the same marketing year after year just because it’s always been done that way.
- They go to the same trade show every year because they’ve always gone…despite the fact that they haven’t gotten a lead there in years.
- They produce YouTube videos because someone said “everyone in your industry does this” and so they do them even though it’s a struggle.
- They send the same emails out because the CEO loves them.
The Marketing Metaphor of the Pot Roast
The term pot roast marketing comes from an old story I was told many, many years ago. In this story, a young bride cooks a pot roast for her husband for the first time. As he bites into the first forkful, he chews thoughtfully and says, “Honey, this is the best pot roast I’ve ever eaten. But why did you cut the roast in half before cooking it?”
“I don’t know,” she answers, “but my mom always cooked it this way, so that’s what I do, too. Let me call her and ask.”
So the woman phones her mother, and her mother doesn’t know the answer, either. “Well, that’s the way Grandma always made it, so that’s how I make it, too. Let me call her and ask.”
When the two women get on a call with Grandma, Grandma bursts out laughing. “Oh my dears,” she laughs, “the only reason I cut the pot roast in half is because I didn’t have a pan big enough for the full piece. I had to cut it to make it fit. Don’t tell me you were making it this way all along and didn’t know why?”
That’s what happens in marketing departments. The “pot roast” is a project, perhaps a campaign, that someone initiated years ago. Once, it was successful, and so it became standard operating procedure. No one has questioned it since. But, when examined carefully, it reveals itself as a drag on time and resources, and underperforming activity that can either be set aside or changed to go with the times – and be a productive campaign once again.
A Real-Life Example of a Pot Roast Marketing Strategy
Company Made 5X Investment Once They Fixed Their Marketing Problem!
I experienced the phenomenon of pot roast marketing many years ago. A company I was working with had a direct mail piece that was a ‘prime’ example of pot roast marketing. It was stale and tired. It cost them a bundle to mail each year – and lost around $30,000 in the process. But they insisted, to the last breath, that they had to keep sending out that mailer ‘because it’s always been done this way and everyone in our [target market] expects it.”
Even though it’s not considered best practice to change multiple things in a direct mail piece at one time, I did it with this one because they had nothing to lose – it was costing them money and they weren’t getting the desired results. I asked their creative director to change the appearance of the piece, giving it a modern edge. Their list broker cleaned the list, removing duplicates and adding new audience segments. We even changed the timing of the piece, moving it back a few weeks.
The results? This old pot roast that originally cost them $30,000 each year now made them over $500,000! In simple terms, for every $1 they invested in the production of the direct mail piece, they received $5 back in product sales. And we saved $100,000 in mailing costs by cleaning up the list.
This small example shows you how pot roast marketing can stall even the best companies. This company was supportive of their marketing and invested heavily in all channels, including direct mail. Yet they had a pot roast on their hands. It took an outside voice – me, a marketing consultant – to help them sniff the pot roast out from their midst.
Key Marketing Insights: Takeaways
Look for every opportunity to get the pot roast out of the oven – to identify marketing activities that are among the annual tactical plan simply because it’s always been done that way or it’s a pet project of an executive. Question everything. Analyze the data. If it’s not helping you meet your acquisition, retention, or brand loyalty goals, change it or sunset it. But don’t keep doing a marketing activity because “it’s always been done that way.”
Ready to get to work?
Let’s talk about how I can help you develop your brand, communicate it with confidence, and build a content marketing powerhouse that generates leads, supports sales, and provides solid marketing.
What Is Brand Equity?
Brand equity refers to the intangible value that a brand adds to a product or service. It represents the perception and attitudes consumers have towards a brand, and it can significantly influence their purchasing decisions. Like many aspects of marketing, equity is built over time through various marketing and branding efforts, and it reflects the overall strength and value of a brand in the marketplace.
What Are the Key Components of Brand Equity?
There are numerous components that build equity in a company's brand.
Brand Awareness
The degree to which consumers recognize or are aware of a brand. Higher awareness often leads to higher equity.
Brand Associations
The mental connections and associations that consumers make with a brand. These can include attributes, benefits, values, and even emotions linked to the brand.
Perceived Quality
The perception of the quality or superiority of a brand's products or services. If consumers believe a brand consistently delivers high-quality offerings, it contributes positively to the brand's value.
Brand Loyalty
The level of customer loyalty and repeat business a brand enjoys. Strong brand equity often results in increased customer loyalty and a willingness to choose a particular brand over competitors.
Brand Image
The overall impression or reputation of a brand. A positive brand image contributes to higher equity, while negative perceptions can diminish it.
Brand Identity
The visual and symbolic elements that represent the brand, including logos, taglines, and other brand elements. A cohesive and well-defined brand identity contributes to its equity.
Brand Personality
The human-like characteristics and traits associated with a brand. Establishing a unique and relatable brand personality helps build a stronger connection with consumers.
Brand Trust
The level of trust consumers place in a brand. Trust is crucial for building and maintaining a brand, as it influences consumer confidence in the brand's promises and consistency.
Brand Differentiation
The distinctiveness that sets a brand apart from its competitors. Brands with a strong point of differentiation often command higher brand equity.
Market Positioning
The position a brand occupies in the minds of consumers relative to competitors. Effective positioning contributes to brand equity by establishing a clear and favorable space in the market.
Brand Equity, Your Most Valuable Asset
Equity is a valuable asset for companies as it can positively impact business performance, market share, and the ability to command premium prices. Companies invest in building and maintaining brands through consistent branding strategies, marketing communications, product quality, and customer experiences. A strong brand can also provide a buffer during challenging times, helping companies recover more quickly from setbacks or crises.
What Is B2B Marketing?
B2B is an acronym for “business-to-business,” meaning businesses market products and services to other companies as opposed to the consumer segment. B2B marketing means "business to business marketing" or selling products or services from one business to another business.
Examples of B2B Marketing Companies
Here are a few examples of B2B companies:
- An accounting firm that works with corporate accounts
- A commercial real estate company
- A commercial print shop
Elements of a B2B Marketing Plan
A Business-to-Business (B2B) marketing plan is a strategic document outlining the marketing goals and strategies for a business that sells products or services to other businesses. The components of a B2B marketing plan typically include:
Executive Summary
Briefly summarizes the key points of the entire marketing plan, including business objectives, target market, and major initiatives.
Business Overview
Provide an overview of the company, its mission, vision, values, and key differentiators in the market.
Market Analysis
Analyze the industry and market conditions, including trends, opportunities, and threats. This section may include a competitive analysis to understand the positioning of the company relative to competitors.
Target Market and Buyer Personas
Define the specific businesses or industries the company is targeting. This may include creating detailed buyer personas to understand the characteristics, needs, and challenges of the target audience.
Marketing Objectives
State measurable goals the marketing plan aims to achieve. Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).
Positioning and Value Proposition
Articulate how the company wants to be perceived in the market and communicates its unique value proposition—what sets it apart from competitors.
Product or Service Description
Provide detailed information about the products or services offered, highlighting key features and benefits relevant to the target audience.
Marketing Strategies
Outline high-level approaches and tactics the business will use to achieve its marketing objectives. This may include content marketing, digital marketing, events, trade shows, partnerships, and other channels.
Sales and Distribution Channels
Describe the channels through which the company's products or services will be sold and distributed to businesses. This could include direct sales, partnerships, distributors, and online sales.
Budget
Set the budget allocations to different marketing activities. This helps ensure that resources are allocated effectively and in alignment with strategic priorities.
Timeline and Milestones
Break down the B2B marketing plan into a timeline with key milestones and deadlines. This helps in tracking progress and staying on schedule.
Metrics and Measurement
Identify the key performance indicators (KPIs) that will be used to measure the success of marketing initiatives. This includes metrics such as lead generation, conversion rates, customer acquisition cost, and customer lifetime value.
Implementation Plan
Detail how the marketing strategies will be implemented, including responsibilities, timelines, and any specific action plans for each marketing initiative.
Monitoring and Adjustment
Outline how the plan will be monitored and evaluated regularly. In addition, include how you plan to address issues that arise from performance data.
By including these elements in a B2B marketing plan, businesses can create a comprehensive and strategic roadmap for reaching and engaging their target audience, ultimately driving growth and success in the B2B marketplace.
Tactical Ideas for B2B Marketing
Marketers should use a variety of strategies to reach decision makers in the B2B space. The most effective approach is considering those that cater to your specific needs and target audience.
Examples of B2B Marketing Tactics
- Email marketing
- Content marketing
- Social media marketing
- SMS marketing
- Direct mail
Regardless of your combination of methods or approaches, an intentional approach to B2B marketing is key to success. That can mean taking these steps in this order:
- Develop a vision
- Define your target market
- Identifying marketing tactics and channels
- Launch your campaign
Success of any B2B marketing campaign hinges on knowing the frustrations and goals and of their target audience. Cost savings and ROI are usually the primary motivators in this context. However, these drivers come with unique set of challenges. B2B marketing speaks to the impact on the bottom line. That means marketing teams need to concisely and authentically communicate value to the decision maker.
What Is Affinity Marketing?
Affinity marketing, also known as co-branded marketing, means that two organizations join forces. It has the potential to elevate awareness, exposure and the overall stature of both brands. In some cases, the two parties might launch one product or service together. This arrangement is known as “co-branding” and can be an effective way to reach current or new audiences in different or new ways.
Affinity Marketing Best Practices
Choose the Right Partner
Company leaders should consider whether the other business owners share similar values, customers, or offer products that align.
Ensure the Partnership Serves Both Interests
The best arrangement is fair to both partners. If either feels like the other is benefiting more or not contributing, it’s not going to be sustainable.
Define Roles
As is the case with any business endeavor, it’s important that both partners grasp and agree to the outlined roles and responsibilities for the sake of clarity and curbing potential conflict. Two entrepreneurs who might want to plan and execute a trade show event, for example, must discuss who’ll pay for the display and any marketing material.
Examples of Affinity Marketing
Sometimes it's easier to understand a concept when you see examples. Here are several examples of affinity marketing.
Affinity marketing involves creating partnerships or collaborations between brands with similar target audiences but non-competing products or services. These partnerships aim to leverage the existing customer base of one brand to benefit the other. Here are three examples of affinity marketing:
Starbucks and Spotify
Starbucks, a global coffeehouse chain, partnered with Spotify, a music streaming service, to enhance the in-store experience for customers. The company's rewards program members were given the opportunity to influence the music played in Starbucks stores and create personalized playlists on Spotify. This collaboration allowed both brands to tap into each other's customer bases, as coffee enthusiasts could discover new music, and music lovers could explore Starbucks offerings.
Uber and Spotify
Uber, a ride-sharing service, collaborated with Spotify to offer passengers the ability to control the music during their rides. Riders who connected their Spotify accounts to the Uber app could play their favorite music from the moment they stepped into an Uber. This partnership enhanced the overall customer experience for both services, making the ride more personalized and enjoyable for passengers while promoting Spotify to a broader audience through the Uber platform.
American Express and Airbnb
American Express, a financial services company, teamed up with Airbnb, a platform for short-term home rentals. The partnership allowed American Express cardholders to link their cards to their Airbnb accounts, providing them with special offers and discounts. This collaboration was designed to encourage American Express customers to use Airbnb for their travel accommodations while providing Airbnb with exposure to a segment of financially affluent travelers.
Affinity Marketing - Beneficial to Brands
These examples illustrate how affinity marketing can be mutually beneficial for brands by allowing them to reach new customers, enhance their offerings, and create unique experiences that resonate with their shared target audience. Affinity marketing relies on the principle that the customers of one brand are likely to have an interest in the products or services of the partnered brand, creating a win-win situation for both parties involved.
What Is Brand Marketing?
What is brand marketing?
Brand marketing is a strategy that focuses on promoting and building awareness of a brand to create a positive perception among target audiences. The goal is to establish a strong and distinctive brand identity that sets a product or company apart from competitors. Brand marketing goes beyond just advertising products or services; it encompasses the overall image, values, and personality of a brand.
The Elements of Brand Marketing
There are many things that go into a brand's overall design. Brand recognition is based on the repetition of brand elements. Some brand marketing elements include the following.
Logo and Visual Identity
The design elements associated with a brand, including its logo, color palette, and visual style, play a crucial role in brand marketing. For example, the golden arches of McDonald's or the swoosh of Nike are instantly recognizable symbols.
Advertising Campaigns
Brands often create advertising campaigns to showcase their products or services in a way that aligns with their brand identity. For instance, Coca-Cola's holiday-themed advertisements featuring the polar bears have become synonymous with the brand during the festive season.
Content Marketing
Hey, this is what Seven Oaks Consulting does - content marketing! Brands create and distribute valuable and relevant content to attract and engage their target audience. This can include blog posts, videos, social media posts, and more. Red Bull, for instance, is known for its content marketing through extreme sports events and sponsorships.
Social Media Presence
Brands use social media platforms to connect with their audience, share updates, and humanize their brand. Wendy's Twitter account, known for its humorous and witty responses, is an example of effective social media branding.
Sponsorships and Partnerships
Associating with events, causes, or other brands can help build positive associations. For example, Nike's partnerships with athletes like Michael Jordan have significantly contributed to its brand image.
Customer Experience
The way customers experience a brand, from product quality to customer service, contributes to brand perception. Apple, for instance, is known for its sleek and user-friendly products, contributing to its brand image of innovation and quality.
Public Relations
Managing the public perception of a brand through media relations, crisis management, and community engagement is a key aspect of brand marketing. When a company responds effectively to a crisis, it can positively impact its brand image.
Influencer Marketing
Brands collaborate with influencers to promote their products or services to a wider audience. For example, fashion brands often partner with influencers to showcase and endorse their products.
Overall, successful brand marketing is about creating a consistent and positive image that resonates with the target audience, fosters trust, and encourages brand loyalty.
New Doesn't Always Mean Improved in Marketing
New Doesn’t Always Mean Improved
In marketing, have you ever seen a company offer something new? It’s a standard ploy to get customers to switch to their product or keep buying. Most people, myself included, assume that “new” means “improved” - that I will get something more or better for my money. That isn’t necessarily the case.
- New can mean the company has added a new ingredient to its formula. It may not mean the product is better.
- New can also mean that the company has changed its packaging and added different sizes to its product line.
- New may mean the product is now available in different colors or sizes.
- New can also mean a product is now offered in new scents.
You get what I mean.
The word “new” can mean a company has made cosmetic changes to its product. The essential parts or integrity of the product remain the same. This would lead savvy customers to ask themselves, “What is really new about it?”
To be transparent with your customers, be straight with them. Avoid using the word “new” in your marketing until you have something really new and improved to share with them.
They will thank you by trusting your brand and continuing to buy from you. Happy customers are more likely to recommend your brand to their family members and friends online and in person. Your marketing efforts will be more successful as a result.