Archive for March, 2012

“A marketing agency is 85 % confusion and 15 percent commission.”

That was the comment to a recent post on the Vision Marketing blog – we instantly recognize it as an example of the widespread (but rarely discussed) dissatisfaction with marketing agencies. We agree that many marketing agencies and consultants are better at selling and billing than bringing sales results to clients. Many of them are confused themselves about how marketing can drive sales while others simply exploit the grey area of strategy and results in order to avoid accountability. We at Vision Marketing call it ‘Marketing’s profitable dysfunction’, which will be the subject of a future post. On the flip side, some responsibility for the confusion belongs to business owners and managers who make many assumptions about marketing and who often don´t commit the same due diligence as they do when vetting a lawyer, accountant, etc. How to vet a marketing agency will also be covered in a future post here. — Darren Ballegeer

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Stop! Questions to ask before you spend more in marketing

Before you change your website, post on Facebook, pay for advertising, sponsor an event – before you spend any more money and effort on your marketing communications, ask yourself…Who exactly are you trying to target? What do they care about? What are their issues? What are their issues related to your type of product or service? How will they benefit from doing business with you? What is unique about your business and why should people choose your business over your competitors? Finally, are the answers to these questions reflected in your marketing messaging/content? These questions are the nitty gritty of real marketing strategy – don’t avoid them, and don’t let your marketing partners and providers ignore them. — Darren Ballegeer

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Clarifying your business identity

Your marketing can be very costly if you are not communicating a clear and accurate identity for your business. A recent client of mine owned a small chain of upscale massage clinics and his past marketing was conveying a near–luxury type of spa experience…though after visiting the business and doing a briefing with him, it was clear that the business was more about therapy and healing. His desire to present a certain image led him to communicate an inaccurate (and ineffective) market position for his business. How you are presenting your business through all communications channels needs to fit your value proposition. It needs to represent the unique value your business provides. If the position is not accurate, your communications will not reach your true target market.  — Darren Ballegeer

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