Top 10 marketing FAQs: part 1


Guest Post by Stacey McCarthy

This is part one of a two-part series (because we really like to talk marketing but also value the amount of time you have free in your day to spend reading our blog. 😉)

In our agency’s 40+ year marketing and comms history, truly little has become routine. Every logo, messaging platform, media release or campaign theme presents a unique opportunity. That said, we often hear common questions, even from amongst our clients’ varied industries. Here’s the first five and our proffered learnings for each (see Part 2 for the final five).

1. What are common branding misconceptions?

a) A ‘Brand’ is a logo. Actually, a brand is a company/organization’s entire personality and the logo just one part of that alongside a mission, values and more.

b) Creating a brand is expensive. Unless your company is multi-national with big competitors and hundreds of thousands of customers (congrats!), undertaking a streamlined branding  process will likely cost less than a corporate website.

c) Branding is a one-time thing. See a) above – a brand is a personality, which can and should adapt based on market, competitor and customer evolutions. Think of your own personality and the different ‘brands’ you adopt at work, home, a family function, etc.

2. How do I choose the right marketing agency?

Define your marketing goals and look for an agency with relevant experience in achieving these within your industry. Review portfolios, contact references and check online presences. Ensure their estimate fits your budget (and confirm whether it’s fixed or flexible with a cap!) and evaluate their use of technology to mitigate costs (such as Zoom/Teams meetings over in-person). Finally, ensure the agency is a good “fit” by starting with a small trial project: common values, work style and approach leads to a smoother relationship.

3. How do I measure success on my brand identity efforts?

‘Brand awareness’ can be ephemeral and hard to measure. There is no tried-and-true way to gauge a number per se. Some qualitative tactics that have proven effective for our clients include evaluating awareness through surveys and customer feedback. Quantitative measures include evaluating repeat purchase rates and digital engagement (likes, shares and website behavior). Sales growth, media exposure and lower customer acquisition costs are also positive success measures.

4. Should I avoid printed marketing materials and go fully digital?

While digital is grabbing the spotlight, print has started to carve out a niche for itself in cases where a tangible, memorable experience is needed. It’s also becoming more associated in the public mind with a brand that is “high quality” and “high end”. Finally, print can lend a feeling of permanence and trustworthiness to a communication – provided it’s done well 😉. However, in the end, it’s a complement to digital since neither can, nor should, replace the other.

5. When working with an agency, how do I keep my costs from going overboard?

See #2 above. If you’ve set clear goals/areas of focus, and ensured your agency’s estimate fit your budget, you’re well on your way. Often, budgets can get derailed when “extras” are added during a project (i.e. a second press release, a sixth video, etc.). In such cases, it’s important to focus only on items that drive results, and backburner non-critical tactics. Set your mind at ease by setting monthly or biweekly budget check-ins with your agency, in order to spot any issues early.

That’s it for today! Watch out for our Part 2 Top 10 Marketing FAQs where we chat costs for a marketing plan, understanding target markets, inhouse vs agency and more.

 

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