Terry Corbell, The Biz Coach
By Terry Corbell
Business Consultant

7 Tips to Hire Marketers for Traditional and Experiential Expertise



Technology has evolved so big and fast with an over-saturation of hype, it’s resulted in over-stimulation of migraine proportions. Yet there’s an incalculable number of marketing agencies that claim to have all the answers in both B2C traditional and experiential marketing.

Basically, traditional marketing includes radio or television while experiential marketing is building inter-active customer-relationships via the Internet.

Countless marketing agencies claim to create buzz with unique experiences to build brands. Many do. But many don’t. It’s all about building trust with consumers.

You’re about to partner with an unknown entity. So investigate the agency’s capabilities.

For example: Make certain the firm isn’t promising services outside their expertise.

It must know how to invest your money in traditional and digital ways to increase sales. They have to develop the right metrics to measure the desired return on investment.

To hire the best to insure a wise marketing investment, here are seven tips:

1. Authenticity

Just because a vendor can ostentatiously demonstrate awards or reference cute campaigns, it’s often nothing more than puffery.

Because this is a serious matter in a new economy of hard-earned revenue, marketing dollars should be a wise investment. Look for an agency partner that demonstrates a quiet confidence and achievements.

2. Relationship history

Success is a long-term achievement proposition. Check references. An ideal indicator is whether maintains relationships with clients. Don’t pick an agency that has a history of trading up – cancelling client relationships in favor of others.

3. Reliable metrics

The agency must be able to cite a pattern of authoritative ROI success. That means providing you with objective, independent research. Accuracy is critical.

You’re about to partner with an unknown entity. So investigate the agency’s capabilities.

4. Staff’s Abilities

Consider that the agency’s human or intellectual capital is important. You want an agency that hires and keeps the right people to provide a consistently quality service.

5. Financial management

Make sure to hire an agency that can manage your affairs financially. You don’t have to see their financials. Personally, I’d be offended. But there are ways to check out the agency’s financial situation so you’re not left holding the proverbial bag in an uncertain economy.

6. Crystal clear, reliable pricing

Nobody likes unpleasant surprises. All budget discussions are held in advance. Hire an agency that agrees to operate within your budget and won’t hit you with billing surprises. Project billing is preferable to hourly billing.

7. Candid, open relationship

Look for marketers who aren’t people-pleasers, or offended at being challenged to innovate. Don’t settle for someone who only gives you what you want. You want expertise from someone who will diplomatically tell you the truth – challenge your preconceived ideas.

From the Coach’s Corner, see additional articles:

Marketing Plan Essentials For Best Results — An effective marketing plan generates revenue and alleviates uncertainty for your business. There are four tangible values from the return on your marketing investment.

What Successful Marketers Know About Lead Generation — Professional marketers are more successful when they use integrated marketing automation to evaluate their performance and to become more competitive in the marketplace. This means they’re more sophisticated than their competitors in determining their returns on investments, according to a study.

9 Tips to Evaluate Online Advertising Options — Are you at a point at which you want to advertise your company on the Internet? But you’re unsure which sites are the best for you? The options are endless and can be confusing. The last thing you want to do is to market a product or service that doesn’t reach the right people.

Convert More Prospects with 10 Best Marketing Tips (Even on a Tight Budget) — So you’ve got a pile of business cards from prospects, but you haven’t converted them? Great sales stem from great marketing. You can’t grow crops until you plant the right seeds. That’s the purpose of marketing. Like many businesses small or large in this soft economy, you’re probably looking for a competitive edge on a tight budget. Ignore the hype. Don’t take shortcuts.

“Wise men speak because they have something to say; Fools because they have to say something.”

– Plato


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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.





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Seattle business consultant Terry Corbell provides high-performance management services and strategies.