In my last post, we discussed how to know when it’s time to engage a marketing or creative professional. Now, we’re going to talk about where to start and how to determine the kind of relationship that may work best for you.
The diagram below is a simple representation of the general approaches you can take. The vertical axis represents your Budget, or how much you’re willing to spend. The horizontal axis represents your Media IQ – your level of understanding about Marketing, Design, Advertising and Technology.
1. LOW BUDGET, LOW MEDIA IQ (Check Yourself) – not quite sure what your needs are AND short on cash? There are plenty of free and low-cost resources available to you online and in the local library or bookstore to help you increase you Media IQ. Work out your requirements on paper first. Being as specific as possible in the beginning will save misunderstandings down the road.
Caveat: You should also raise your expectations about how much a marketing campaign will cost and how long it will take to see results. A campaign may take 6 – 12 months to yield results and pay for itself. Keep in mind, just as with most services – you get what you pay for!
2. LOW BUDGET, HIGH MEDIA IQ (Do It Yourself) – are you the kind of person who enjoys building their own web site, using Constant Contact, or using social media like Facebook, LinkedIn or Twitter? You can save yourself some money by doing the work yourself.
Caveat: Keep in mind that doing these things can be time consuming, and while it may be fun to do as a hobby, doing them regularly (in addition to your other responsibilities) takes on a very different dimension!
3. HIGH BUDGET, LOW MEDIA IQ (Hire A Coach) – Seek a trusted advisor who understands your vision as well as the business of design. This consultant should be taking the time to educate you, not just doing things for you. Your goal is to be able to convey your ideas and your business’s philosophy and culture to creatives in language they can understand, so you’re getting the results you’re looking for.
Caveat: While you may have an adequate budget, you can waste a lot of time and money believing the wrong people. Dig beneath the flashy presentation (or overlook the less polished exterior) and take the time to find out if this individual (or company) has the competence and integrity you truly need to prepare you for long-term success.
4. HIGH BUDGET, HIGH MEDIA IQ (Build A Team) – This is where you want to be. When you have reliable creatives, treat them like partners and speak each other’s language, you will exceed your goals and enjoy the process while doing it.
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