Viva’s Blog: Measure twice, cut once

Most of us are familiar with the English proverb, “Measure twice, cut once,” which applied to double checking measurements before cutting something to prevent wasting material. Once you’ve cut a piece of wood and you find that it’s too short, it’s pretty hard to fix.

The same principle applies to hiring marketing resources. In the past year, we’ve worked with three companies that have hired marketing resources that they later discovered were “professionals” incapable of doing a great job. All three companies are just like yours; their people have way more on their plates than they can possibly accomplish. So, they take a friend’s suggestion or conduct a quick Google search and hire a marketing resource, only to find out at the end of the project that the “expert” was anything but.

Measure twice, cut once
One company went through two different web design firms, paying both of them and wasting a year until they found one that had proven expertise in handling sophisticated video files. Ultimately they found a resource that could perform, but the delay contributed to the project being scrapped.

A second company hired a resource that was great at developing a logo and brand identity for a new product line, but had no skill at implementing the design across print collateral, software like PowerPoint, and on a new web site. So, the company had to hire a second resource who ultimately pushed back on the design, leading to delays and additional cost.

A third company hired an agency that had excelled in “cool, fun and trendy” creative pieces, but lacked the expertise to develop marketing materials that produced results. The direct mail pieces looked nice, but didn’t generate a profit for the company, and the project was nixed.

Measure twice, cut once
There are many steps in the vetting process. Here are two.

Start by clearly articulating the problem you’re trying to solve. Is it to increase sales on your E-commerce site? Create awareness and purchase interest in a new product? Or, use video or social media in an unexpected way? Whatever the case may be, start by defining what you’re hoping to accomplish.

Measure twice, cut once
Another step before you retain a marketing resource is to manage the reference checking process. Don’t ask the agency for references, rather call companies they include under the “client” tab on the their web site. That way their references haven’t been pre-screened and prepped for your call and you’ll receive candid, authentic input. Ask the agencies for case studies that are specific to your challenge. Evaluate them to determine if the prospective agency understood the problem, set up metrics to measure performance, and developed creative that was appealing and effective. Ask about the agency’s reliability when it comes to meeting deadlines and staying within budget. Sure, these steps take time, but you’ll save time and money in the long run.

If you don’t have time to do it right the first time, how are you going to find the time to do it again?

http://www.crainscleveland.com/article/20120514/BLOGS05/305149999/-1/blogs05