Wednesday, October 10, 2007

Hiring A Marketing Expert

Whether you are just starting out in business or have owned your company for more than 10 years, the odds are good that at some point in your entrepreneurship you will consider hiring a marketing expert. In the past, this step was the norm as soon as the money became available and many a new business owner would beg, borrow or steal to find enough money to hire that marketing firm with the glossiest brochures that promised to make the new business owners company a rising star in a firmament filled with shooting stars. Yet did you know that hiring a marketing expect does not always pay off?

For example, if your business is not at a point where you will be able to pay for the marketing expert out of your net income, you might find yourself going too deep into the red with the marketing strategies and campaigns that are being suggested and to save your bottom line at least somewhat, you may end up cutting corners and only partially implementing an intricate marketing idea that would have worked had you but followed it to the letter. In this case, you wasted your money and a grand opportunity.

Hiring a marketing expert also does not pay off if you do not hire the right individual or firm to handle your advertising. For example, if you are a pet shop owner and are considering a television commercial, you want it to have a professional look and feel. Yet have you ever looked up from perusing the paper with the television on in the background when the volume of the commercials suddenly changed and the tone became really muted?

The odds are good that you ran across a commercial that was done on a very low budget and that is lacking the professional touch of an expert. Marketing experts usually hire actors to portray customers or clerks and they may even recreate a portion of your store in a studio rather than shooting the commercial in your actual location. If your marketing expert encourages you to have your wife, sister, daughter or Cousin should play a role in the commercial, the odds are that it will be a low budget production and you will want to stay away from this alleged expert.

Last but not least, hiring a marketing expert does not always pay off if you and the expert do not see eye to eye. If you envision a low key campaign and the expert wants to paper the town with flyers and ads, you know that you will not be able to work together. Find someone who is more to your liking and who will advise you in a manner that you can afford and that you can feel comfortable with.

Obinna Heche: Los Angeles- California

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