Published January 2005

Watch the big firms —
then do the opposite

Many in my industry see the way major marketing firms operate as a standard to emulate. I think they provide more examples of what “not to do.” And I’m not the only one who thinks so.

I recently read an article by Don E. Schultz, marketing professor (emeritus-in-service) at Northwestern University, about how big marketing firms were “undergoing a massive re-examination” of their approach to marketing communications. After I stopped laughing, I thought, “There’s a lesson in here for all of us.”

Don’t get me wrong, I wasn’t mocking Professor Schultz. He is a leading authority, and I have great respect for his work. I was amused at the notion of big marketing firms changing their status quo. They’ve been paying lip service to fixing their backward process for years.

Shultz’s point was, now that the higher-ups are realizing they need to “reverse flow” their approach toward media planning and creative development, maybe change finally will happen. My point is that Goliath bureaucracies take a long time to adopt wholesale change; paradigm shifts don’t usually come easy for big business.

Fortunately, the feedback loop for small business is relatively short. We can test theory and implement new tactics quickly. Here are three good examples of the wrong ways and right ways of developing a marketing communications program.

No. 1: Communications — Wrong way: First come up with the creative and then figure out how to deliver the message. Large agencies usually have their media and creative staff in different departments — and they begin with the creative process.

Right way: First figure out how to best reach targeted consumers, and then come up with the creative approach. There shouldn’t be a wall between media and messaging people (or process). The question is, what communication channels are best based on budget and reaching the right audience. When answered, develop the creative to best leverage the media mix.

No. 2 Research — Wrong way: The method of conducting marketing research is very process-driven. Come up with the best data gathering and analytical techniques.

Right way: Be outcome, as opposed to process, oriented. Begin with the end in mind; consider what information will be necessary to help you meet the customers’ wants and needs. Ask yourself: What customer insights will guide me in making the right offer?

No. 3 Resources — Wrong way: Acquire the biggest budget possible, then figure out how to spend it. Measurement and accountability are secondary.

Right way: Instead of looking to increase the budget, think about increasing the return on investment. More isn’t always better — it can lead to throwing good money after bad. Allocation should be based on client results, not agency awards.

In summary, your planning sequence should place media before messaging, put research outcomes in front of process and consider return on investment instead of total expense.

Writing this article is the “wrong way” for me to get job offers from big marketing firms, but it demonstrates the “right way” for you to go about planning and implementing your marketing communications program.

Andrew Ballard, president of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or online at www.mktg-solutions.com.

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