Small Company Marketing Consultants – Why You Need One And How To Select One

Having spent many years working with small and midsized B2B and B2C organizations on their marketing and marketing communications strategies and plans, I believe I’ve got a good sense of the issues facing them. Generally, at the top of the list, is the lack of a real marketing plan. How is it possible that something so basic is missing? My conclusion is that, despite possessing the skill sets that drive their organization’s success, founders and/or management simply do not have:

  • Time to think about marketing at all, because there is always something “more important or urgent” that needs their attention;
  • A real understanding of the power of marketing and how it can significantly improve profits and return on investment (ROI);
  • The resources, budgets and people available – marketing and marketing communications is “unfamiliar and scary”, and there are always other areas that need support first;
  • The knowledge of how to seek out and evaluate professional marketing help.

These are concerns regardless of the type of organization – start up, early stage or established companies, and even nonprofits for that matter. And, without real planning upfront, many brands are operating with a “Ready, Fire, Aim” reaction to the marketplace.

What Will Hiring A Marketing Or Marketing Communications Professional Do For You?

In order to accomplish short and long-term objectives you need to develop a meaningful marketing strategy and an integrated marketing communications plan and tactics. At its core, having a professional marketing program will improve a brand’s profitability and ROI. This task is often outsourced, frequently with a part-time Chief Marketing Officer.

The process starts with the outside consultant learning about the brand – its strengths and weaknesses, competition, distribution, business plan objectives, existing communication materials, employee involvement. During this learning period, the consultant also avails himself of any pertinent primary or secondary research. Most important, this period is also the time for establishing trust between the organization and the consultant.

While some tasks may be completed directly during this learning period, an outside professional would use this knowledge to prepare:

1. A marketing and marketing communications strategy, along with a positioning statement. The positioning statement is a succinct description of the core target audience to whom the brand is directed, and a compelling picture of how the marketer wants the audience to view the brand.

Sound simple? Take a minute and answer these four questions about your brand:

  • The target audience, in very specific detail?
  • The category in which the brand competes, and its relevance to customers?
  • The brand’s benefit and point of difference?
  • A reason for the customer to believe – the most compelling proof?

The positioning statement is the credo for the brand to live by. All marketing and marketing communications should flow from this positioning and be understood by all employees, agents, partners and management.

2. An integrated and holistic plan with tactical expressions – media programs; creative executions, including new and/or traditional advertising; public relations; content marketing (social media, articles, blogs, white papers, video); packaging; point of purchase; employee engagement; and, events.

The use of internal or external staff to create the above will be directed and evaluated by the consultant or, if necessary, specialists may be recommended.

3. Recommendations for primary or secondary research when clear cut answers don’t exist on specific subjects. Marketing depends on a complete understanding of the customers’ “wants and needs” as well as how they relate to your brand and competition. Not just what your staff thinks; rather, information. Facts beat opinion every time.

4. A procedure of measurement and evaluation of the objectives of the agreed upon plan, as well as the established objectives to be accomplished with each target audience and marketing communication task. Benchmarking and on-going analysis is key to successful marketing programs, allowing for change or refinement as you proceed.

5. A format for informing and discussing the reasoning behind the marketing planning, so that everyone in the organization understands why the specific strategies, plans and tactics were developed and implemented. The consultant becomes a “teacher” and the entire organization becomes brand advocates.

Marketing consultants have increasingly become members of the C-Suite because of today’s turbulent and rapidly changing environment.

What Talents Should A Marketing Consultant Have?

Look for a consultant, full or part-time, who is:

1. Willing to learn your business from the ground up and doesn’t have a “one size fits all” mentality;

2. An established professional, with extensive experience across industries and brands in B2B, B2C and nonprofit organizations, large and small. Expand your horizons and don’t settle for experience in only your niche or industry;

3. Media neutral and willing to embrace analytics to develop a variety of programs as well as to measure them. In today’s complicated marketplace, a consultant must understand new and traditional media, the difference between efficiency and effectiveness, “likes” vs. “sales”, the dangers of digital ad fraud, etc., etc.;

4. Apolitical and willing to tell it like it is, so candor will flourish in your relationship. Having your consultant free to demonstrate the discipline of marketing and marketing communications will build trust and a meaningful partnership;

5. Has an established network of marketing communications specialists who can be called in to provide solutions when necessary.

The marketing and marketing communications strategic and tactical challenges of today are growing exponentially. But, as with our uncertain economic and political environment, putting your head in the sand isn’t a viable response. As Will Rogers said, “Even if you’re on the right track, you’ll get run over if you just sit there.”

Digital Signage Solutions – How It Can Improve Your Business’ Productivity

Productivity – this is probably one of the most common concerns of business owners, especially those who are dealing with too much competition. Increasing your productivity means that you will be able to do more tasks in less time, and you will be able to do everything on schedule. However, the methods that we have today are outdated and inefficient, which is why most business owners are in continuous search of something that will help them increase their productivity.

Today, I will be showing you how digital signage solutions can help you enhance your business’ productivity without spending too much money on it. Reading this article will help you determine whether you need to start using one for your business, or simply stick with the outdated method that you are currently using for your business.

Digital signage solutions are made up of LCD display panels and a media player, which has the capability to display flexible information to other people. If you are going to use digital signage solutions for your business, you will be able to display all the schedules, and the things that should be done in such a way that your employees will better understand.

Aside from this, using digital signage solutions for managing employees will also save you a lot of time, because you don’t have to re-print reminders over and over again. With a few push of a button, you can easily reverse everything that is being shown on your digital display, and your employee will be able to see it in no time. This will constantly remind them of the things that should be done, and schedule for the day.

Although digital signage solutions may not drastically improve the productivity of your business, it will still help you save time and money in the long run. Aside from this, you will be able to keep your employees on track, and keep them synchronized with everything that they are doing. The best part about it is that you can do this, just by spending less than $300 for the installation of your digital signage solution.

These are some of the benefits that you can get from digital signage solutions. Always remember that the productivity of your business is as good as the tools that you are using to improve it. This is the reason why it is very important to search for something that will really help you; something that is effective and is within your allocated operational budget.

Top Time Management Tips For Busy Entrepreneurs

I don’t think I’ve ever met a business owner who wasn’t busy. Managing your time is one of the hardest things you’ll need to do as an entrepreneur. There’s always too much to do, so you’ll need to manage your time well in order to get everything done. Here are my top time management tips:

1. Find out what you’re doing with your time.

One of the first things to do is to actually find out what you are doing with your time. Try monitoring your time for a week and see what’s going on. Use colour coding if it makes things easier i.e. yellow for administrative tasks; blue for marketing; green for client work and so on. At the end of the week, you’ll be able to see what you’re spending too much time on and adjust your time accordingly.

2. Get organised

The more organised you get yourself, the more you’ll be able to handle all the tasks you need to do. Tidy your desk; set up filing systems; and have procedures to deal with the work that comes in. I know it’s hard, but try to deal with each thing only once so that you get it out of the way.

3. Practise the “Do it now” philosophy

As soon as a new task comes in, try to “do it now”. You’ll be amazed at how many tasks you can get rid of. Things very rarely take as long as you think they will once you get cracking.

4. Do things in short bursts

If you’re really not looking forward to doing a task, make yourself do it for 5 minutes only. If you know you’re only going to be doing it for 5 minutes, it doesn’t look as daunting. And once you’ve got started on the task, you’ll probably find you’ll continue on it once the 5 minutes is up.

5. Ask yourself “what’s stopping you?”

Lack of time is often used as an excuse for not doing something. If you find yourself putting something off because you “don’t have the time”, ask yourself what’s going on. Questioning what’s stopping you completing tasks can often really help you decide whether or not to do them.

6. Don’t be afraid to drop a task

Look, if you haven’t completed a task; you’ve asked yourself “what’s stopping you”; and you’ve reached the conclusion that you really don’t want to do it, don’t be afraid to drop the task altogether. We often agree to things that don’t actually benefit us and if a task falls into this category, make the decision that you have the choice to drop the task.

7. You have a choice

As entrepreneurs, we start each day with a blank piece of paper and choose how to fill our time. You don’t have to agree to everything unless you want to do it or it helps you to achieve your goals.

8. Set goals

Setting goals will help keep you motivated and focused. Decide on three personal goals that you’d love to complete over the next year and three business ones. The goals must be things that you really want to do. Your time should then be spent on tasks and activities that help you complete these goals.

9. Accept that it’s impossible to get everything done

There’s only so much time in a day. Even if you’re the most efficient person ever, if you have too many tasks you won’t get them all completed. Accept this and don’t feel too guilty if you miss out on a few.

10. Have fun

Finally, remember as an entrepreneur to have some fun. Running a business isn’t all about working – take some time off too. If you develop a hobby or an interest that takes your mind off the business, you’ll be much more productive as a result.

There’s no one solution to managing your time. The trick is to find things that work for you, Try different things, have fun and do the things that help you to achieve your goals for what you want from your business.

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