by
Robert W. Bly
My
methodology and attitude toward doing marketing consultations is somewhat different
than most people who label themselves "marketing consultants." Here are the
highlights:
1) My
first step in doing a marketing consultation is to gather as much information
as I can about the product and the market. It is similar to the process I use
to gather information about a product prior to writing copy as outlined in my
article How to
Prepare for a Copywriting Assignment -- although it's more "big picture" and not quite at that level of detail.
2)
The
second step is to find out the marketing problem you want me to help you solve.
The quickest way to facilitate that process is for you to print out my Marketing Communications Audit from my Web site (printable version), fill it out, and fax it to me at
973-263-0613. After I get it, I'll call you to go over it on the phone.
3)
While
my hourly rate for marketing consultation is equal to or a bit higher than what
other marketing consultants charge, my total consulting project charges are
usually significantly less. It's my
belief that most consultants deliberately make the process overly formal and
generate fat reports to justify their big consulting bills.
4) I typically provide my recommendations in short, informal "marketing memos," typically a page or two. I eliminate the "B.S." so you can read and act on my recommendations in a few minutes, without having to pay thousands more for a nicely desktop designed report in a binder.
5)
Although
each client is different, most of my clients typically want to know how to
implement a marketing program to sell more of their product or service. The
issues I cover in my "marketing memos" can include any or all of the following:
a)
Analysis
of the market (their core beliefs, feelings, desires).
b)
Suggestions
on where to find lists or other media that reach the target market.
c)
Appropriate
marketing communications vehicles to reach the market (e.g., e-mail vs. direct
mail, space ads vs. banner ads).
d)
Major
themes and creative approaches for the above marketing communications, including
key benefits and sales appeals to stress.
e)
Formulation
of offers that can maximize response to your marketing communications.
f)
Testing
recommendations, including how to track and analyze response.
6)
There
are some things I do not do in my
marketing consultations:
a)
Cost estimates and budgets - I can give you an idea of
my charges to write copy for the promotions I suggest, but I do not go to other
vendors (e.g., printers, graphic artists) to collect quotations for their
portion of the job. I do, however, recommend specific vendors you can contact
for such quotes.
b)
Project management - Again, once you agree you
want to do a promotion, I can write the copy. But I do not provide project
management services as an ad agency might. I do, however, recommend vendors who
can do project management for you.
c)
Media research - If you want to buy space,
air time, or lists, I will send you to specialists in those areas, who will
provide their recommendations. I can also review the media selections they
recommend to you. But I do not do media research, nor do I act as middleman
between you and the media experts.
d)
Scheduling - I do not create formal
media schedules. I do suggest milestones and time frames for your marketing
program.
7)
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