Even if your business model isn't entrepreneurial, your marketing approach should be.
Successful entrepreneurs understand better than most that if a marketing plan is going to achieve its goals, it needs energy and momentum behind it, as well as buy-in from the stakeholders of the organization. In our view, that energy is generated when a company is positioned correctly and an integrated marketing plan is developed in service to that position. The missing element in most marketing scenarios is that these
efforts are not coordinated and do not come from a central point of
reference. And because a position is not taken, the customer doesn't
have much of a brand experience. Basically, the organization fails to distinguish itself. And so, even with great intentions, focus and budget, the marketing has little impact on the customer or the end constituent.
A marketing plan built on a solid foundation and coordinated effort grants far better results than one created piece by piece. Many
business leaders have come to us for help after realizing that the a la
carté method of marketing (a website from one firm, PR from someone else, copy from a
freelance writer) is less effective, and often results in alienating the very audience you are trying to reach.
Dynamic doesn't have to mean risky when you hire On Track.
Hiring a marketing firm may feel like big risk, because the
endeavor seem expensive and often will require an extended
commitment to get it right. The truth is that an experienced marketing
agency functions much the way a good general contractor does—seeing the big picture, understanding the end goals and how to achieve them, and maximizing efficiency. In the final analysis, your organization will spend less and receive greater return on the investment of its marketing dollars. Marketing firms and general contractors have another thing in common as well—when you find the right one, you've found gold.