From 'Just Tell Me More' by Eric Gilboord - Get the complete book FREE in PDF.
It’s time to get down to the hard work, executing the plan. You can’t and should not do this alone. You will need to work with a team. A marketing project can require many different skills and a wide variety of experience from industry related to communications.
A familiar story:
Bruce owns a thriving service business, which he has built up over the past thirty years. He started it on his own when he had a young family. Over the years, the members of his family joined the business at different points in its evolution. The children worked there on weekends and during the summers. As they got older, Bruce planned to bring them in full time. Bruce’s son Paul went to business school and took some marketing courses. He enjoyed working with computers and experimented with some of the graphics software as a hobby.
Paul gathered some pictures together and wrote copy. His friend had a good camera and told him that he could take some new pictures. Paul discussed the brochure’s objectives with his father and felt qualified to create this new marketing tool on his own. Paul worked day and night on the design and contents of the brochure. Unfortunately, he spent most of the time trying to figure out technical issues and the software.
As time went by, Bruce realized that the effort would take much longer than he had anticipated and that his son’s marketing skills could not keep up with his enthusiasm.
Frustration was mounting and Bruce had a need for professional marketing materials. He had an upcoming presentation to a new large prospect and some older, established customers were starting to look at his competitors. A trade show was also coming; Bruce had agreed to rent space and exhibit at it only because he thought he would have a new marketing brochure.
When several attempts to create a brochure ended up in the waste bin, Bruce decided to bring in a professional consultant. After working with a marketing consultant to establish a strategy, a team of professionals was assembled, including a strategist, graphic designer, copywriter, and a photographer.
At first, Paul was upset, but he realized that there was more to marketing than he thought and took advantage of the opportunity to learn as much as he could from the team. The marketing consultant encouraged the company to include others in the preparation process. They sought the insights and experiences of the sales reps and customer service staff and obtained outside advice from their suppliers and customers. The company learned a big lesson about the value of a team approach to marketing.
“Enthusiasm rarely substitutes for expertise.” A2E Check out our Creative Portfolio and get the job done.