In today’s complex world, creating an integrated marketing communications strategy can be challenging. Many companies are facing strained resources, including limited time, money and personnel, at a time when they need to push their product or service harder than ever. As the economy rebounds, speaking to the consumer and developing a relationship ensures that when purchasing power returns full-force, the money they spend will be with your company.
I recently met with a marketing director to discuss this very challenge. The internal marketing department was looking for ways to freshen their marketing strategy and make a larger impact in the marketplace. A partnership with an advertising agency seemed the logical solution, but the internal team was very resistant to the idea. This is not uncommon in the marketing and advertising arena. Many marketing departments are concerned that, with the addition of an advertising agency, their department will become obsolete.
This viewpoint is certainly not one that is new, but it is surprising considering the substantial benefits advertising agencies can bring as a supplement to a marketing department. Some of the best client relationships spring from partnerships with internal departments.
No one knows your company and its customers as well as its own employees. No matter how much research, interviews or observation an agency conducts with a company, we cannot be present everyday to observe the internal workings, corporate culture and customer relationships.
On a daily basis, marketing departments monitor the pulse of your organization. In addition to this, they must field media calls, track upcoming press opportunities, develop creative and messaging for marketing materials and manage the execution of individual projects. Increasing your voice in the marketplace without further straining these resources or significantly increasing the budget may seem like an impossible feat.
A mutual partnership between an advertising agency and marketing department brings substantial benefits to your company in the form of expertise and perspective on marketing and advertising tactics. Combined with the knowledge of your internal marketing department, this partnership gives you the ability to create a powerful integrated marketing strategy. So what can an advertising agency bring to the table?
1. Outside perspective.
As mentioned earlier, no one knows your company like you. Your marketing team knows your business inside and out and has the benefit of being on the front lines everyday. However, this can sometimes prevent you from seeing things from the perspective of an outsider, and most importantly your target audience. An advertising agency can give an objective evaluation of your individual tactics as well as your overall strategy and provide you with a fresh set of eyes.
2. Diversified experience.
Advertising agencies work in a wide range of industries and mediums on a daily basis. An agency can assist your department in making informed decisions about tactics, messages and mediums you will incorporate into your marketing strategy. Also, an agency can suggest tools that, while common in another industry, have the power to differentiate you and give you the competitive advantage so necessary in today’s economic climate.
3.
Management support.
Fielding media calls, tracking editorial schedules, identifying sponsorship opportunities, managing social media updates, writing copy for marketing materials and the like leaves little time for developing your company’s marketing strategy and tracking results. An advertising agency can work as your marketing department’s gatekeeper. An agency can sift through media pitches, track coverage opportunities and handle routine updates, freeing your internal marketing department to focus on the role of your advertising and marketing in customer relationships.
4.
Added expertise in design and execution.
Agencies employ creative departments full of professional copywriters, graphic design gurus and web programmers. Collaborating with an external creative team can inspire new ideas in your department and keep your materials fresh. An agency can also assist with execution, including connecting your department with a professional production team for media materials.
5. Customized for you.
When you partner with an advertising agency, you have the ability to use them as much or as little as you need them. Your department has the flexibility to increase their resources two-fold on a moment’s notice – and then return to their normal operating structure as soon as a project or initiative is complete.
Your market department’s expertise is focused on developing a strategy to move your company’s initiatives forward. At King Media, our expertise is increasing the impact of your strategy by working with the marketing team to match effective tactics to your objectives. In 2010, we can help you increase your resources in a cost effective, efficient way.
King Media has recently teamed with Capitol Harley-Davidson to plan and promote their annual Ladies’ Night event, which took place on November 11, 2009. Capitol Harley’s Ladies’ Night was a customer appreciation event unlike any other, and not to mention a perfect excuse for a girls’ night out! Ladies’ Night provided the perfect atmosphere for women to jump-start their holiday shopping, whether they were shopping for a fellow biker, Harley husband, or even themselves. Amidst the shopping bustle in the Capitol Harley showroom, our ladies were offered a plethora of complimentary services from vendors hand-picked by King Media. For the pampered woman, vendors were chosen that offered up-do’s, make-overs, manicures, and massages. Fine jewelry vendors showed off their creations, and specialty cheesecake samples indulged any cravings not satisfied by Capitol Harley’s food and beverage buffet.
Capitol Harley-Davidson’s passionate and experienced owners and staff have been serving the Greater Lansing area for 26 years. From the management team to the technicians, Capitol Harley-Davidson’s staff lives the genuine Harley-Davidson lifestyle, bringing an authentic, historic ambience to the dealership that sets it apart from any other dealers in the area. Located in Dimondale, Michigan, Capitol Harley-Davidson dealership offers many amenities for the new and seasoned Harley enthusiasts alike. Capitol Harley-Davidson also offers a full inventory of motorcycle parts, accessories and services, and carries the MotorClothes clothing line.
King Media and Capitol Harley are preparing to launch their new EagleRider program this January. Capitol Harley will soon be a member of EagleRider, the world's largest motorcycle rental, adventure rental, and touring business. Bike enthusiasts across the country will have the option rent bikes directly through Capitol Harley-Davidson, and King Media is constructing and monitoring the microsite through which the public will have access. As the only EagleRider affiliate in Lansing, Capitol Harley-Davidson will be ready to serve even more customers in 2010.
Click Here to view the e-campaign we sent out for Capitol Harley-Davidson regarding Ladies' Night 2009.
At King Media, we feel there are many elements that go into making a business successful. As we ourselves are passionate about the work we do, we are always thrilled to encounter other companies who exude that same love for their industry.
Nibble, an East Lansing based company that specializes in making cheesecakes, is a perfect example. Kim Fritz, owner and proprietor of Nibble, has built her company on her passion for baking. King Media has had a long standing relationship with Kim as she was our Adam’s Outdoor representative for many years. What started as a small business on the side began to grow; Mrs. Fritz started receiving more and more demands for her irresistible cheesecakes. With the number of orders rising, Mrs. Fritz decided to dedicate more of her focus to her side business, fulfilling a dream and creating Nibble.
King Media has had the privilege of working with Nibble for both the King Media Luau held in September, and again at the Capitol Harley Davidson Ladies’ Night event in November. At both events, Nibble represented its quality products and professional service, with Mrs. Fritz at the helm.
The interactions between Nibble and King Media have left us with no doubt that passion is a driving force in Mrs. Fritz’s business. In talking with Kim, she warmly states that without the support of her family and friends, including her mother, who provided her with the application form for the East Lansing Farmer’s Market, where she first began selling her cheesecakes, and her husband Scott, who she says is her biggest supporter and the love of her life, Nibble would never have been possible.
The King Media team looks forward to building on our relationship with Mrs. Fritz, and we have full confidence that Nibble will continue to be successful.
Nibble provides both savory hors d'oeuvres cheesecakes and sweet dessert cheesecakes. For more information, call Kim Fritz at 517.410.8949, or email her at kim@havenibble.com
Q: What is the difference between Marketing and Advertising?
A: The difference between marketing and advertising is often times not clearly understood. While both are essential to building a business, the two are, in fact, different strategies.
Marketing encompasses the entire process of planning and executing steps to bring consumers and suppliers together. A successful marketing strategy will recognize the specific needs of a consumer base and will understand the most effective ways to reach that audience. On the other hand, Advertising is a more specific aspect of the marketing process; aiming to draw attention to a product or service.
Companies that thrive on focusing on the Marketing process as a whole can be benefited by an Advertising agency’s creativity when it comes to attracting buyers. By concentrating on a specific element of marketing, Ad agencies have a deep understanding of what does and does not catch the eye and hold attention.
Likewise, advertising agencies can be assisted by marketing firms when it comes to indepth planning, strategy and research. In today’s market, there are always consumers needing products and products needing consumers, and both Marketing and Advertising are crucial elements in successfully bringing the two together.
Send your questions or comments to Ralphie@KingMediaNow.com
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