Is your marketing program stuck in a time warp?
Now is the time to evaluate your efforts
The problem: Marketing priorities change over time, as do budgets and strategic goals. The messages that worked two years ago may be stale and ineffective today, and keeping them in circulation for the sake of “having something out there” can do more harm than good.
The solution: Regularly evaluate your marketing programs to determine if they’re accurate and up to date and your vendors to make sure you’re happy with the services they provide.
The story: Trying to get by with brochures, sell sheets and other marketing materials that look or actually are dated is never a good idea. Organizations should review their Web sites and printed literature at least once a year to:
- Determine what’s working and what’s not
- Ensure collateral supports strategic plans
- Identify whether materials have a consistent look and feel
- Measure ROI for effectiveness where possible
- Confirm that materials position an organization correctly
- Examine whether creative vendors are well suited for the work you ask them to perform
In marketing, as in many other things, you get what you pay for, and outsourcing projects to the lowest-cost bidder will not necessarily provide the highest return. Copywriters and designers with sub-par skills will create sub-par materials, then move on to their next project. The hidden cost of this work becomes apparent when your company then must use materials that don’t represent it well.
A well-established agency, on the other hand, has seasoned veterans who have proven expertise in delivering all forms of collateral on time, on target and on budget. They can work with all levels of people, from employees on the production floor to the president. They think fast on their feet and maintain relationships with printers, photographers and other vendors who are on call to help each project function smoothly.
The results are fresh, professional and consistent with a company’s goals and branding. Whether the project is a postcard, an ad, a brochure, an annual report or a Web site, recipients will instantly recognize the company, facilitating its sales process and increasing its goodwill.
When looking for a creative agency, ask the following questions:
- Does the agency provide world-class writing and design?
- Is the creative work done in a cost-effective manner?
- Can you get print and electronic marketing collateral from one source instead of dealing with two separate learning curves?
- Will you work directly with a dedicated in-house creative team?
- For printed materials, does the agency provide strategic planning, research, interviews, writing, editing, copy approvals, photography, illustration, design, layout, visual approvals, production, printing and mailing?
- For electronic materials, does the agency provide concepts, organization, site registration, interviews, writing, editing, copy approvals, design, HTML coding, testing, publishing to the Web and site maintenance?
For more information about how The Simons Group can help your organization with print and electronic marketing projects, contact Lee Simons at (312) 252-8900 or lsimons@thesimonsgroup.com.
