Sales makes money and marketing spends money. It’s usually said in a snotty way and the person saying it usually acts all superior as if they have the secret to life and anyone who doesn’t understand is low, low down on the food chain. Say what you will, those of us in the advertising and marketing business we understand what’s behind the comment. We know where the truth lies.
Let’s clear up a major misconception. Marketing and the advertising it propels gets customers and clients in the door, sales closes the deal. There’s different types of marketing for different types of business. But regardless of what business you’re in, there are considerations that should be part of the equation when you decide to go the do it yourself route.
Cutting Costs: Bring marketing tactics in house
Since sales generates money, there are times when the marketing support areas feels that they are looked upon as an expense… not an investment. Therefore, the quick and superficial analysis says…cut costs by bringing design and media planning in house. You say the media commission and you don’t have to pay agency premiums of simple design. Bright idea in theory. But not so bright in application.
There are two very real impacts to this decisions.
1. In-house marketing doesn’t cut costs
Hard to believe? But time will tell. Consider this.For you accountant types out there… outsourced marketing doesn’t require vacation pay, pensions, statutory holidays, office space, computers….think of the savings!!! All kidding aside… look at it from this perspective.
Chances are in house marketing creative staff are not as skilled as specialists in an outside agency. The real aspect of a design is being challenged creatively. That ceases to become an option once they have been working on the same business of over a year. An outside agency works on many business, thereby creating a natural environment of creativity and growth. It wouldn’t be fair to expect your in house marketing creative team to be as nimble. They have little exposure to other creative talents. They must rely on themselves for inspiration. Isolated, tucked away in some remote area, creativity comes hard in this type of situation. Time drags on.
And no, a marketing coordinator can’t do the media strategy and planning…nor should they. There’s an artform to strategically choosing which media to go to and what the benefits and results are going to be . A handful of people can’t be experts in graphic design, copywriting, social media, web design, packaging, advertising, television, radio… do I need to go on. In house staff will give their best efforts but their efforts will take longer and they can make costly mistakes.
2. In house marketing can cost money
Mediocrity becomes the norm. Breakthrough thinking becomes a thing on the past.This will, over time, weaken sales. Unfortunately lack of inspiration, creativity and lack of expertise will slowly destroy your brand. It’s an insidious degradation, hard to detect and even harder to understand. Sales weaken and everyone wonders why. Some will say it’s the economy, the company needs restructuring, let’s burn the sales manager but few will look at their marketing department.
Take this recommendation. Rather than try to staff for a department that is a vertical business to your business, take the time to choose the right agency. Agencies provide a new perspective. An outside perspective and will stand and fight for the right solution for your business and brand. Based on expertise and experience that is vast and varied. To make sound analogies and fair business assessments to grow your business.
It’s important to choose the right agency for your business.
Before you bring your marketing in house find and talk to a few advertising and marketing businesses and discuss your needs.Instead of bringing your marketing in house consider outsourcing your advertising and marketing.
Let’s see, you want to know if we can give you a referral? Oh yes….a company called 3h comes to mind. :)
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