In a small-to-midsize company, limited marketing resources leave few viable options:
- Forego marketing. Just wing it with an occasional press release or ad.
- Hire a junior or mid-level person, a marketing foot soldier. The onus for strategies and decision-making will be on a company executive. Is there someone with adequate time and marketing background to take this on?
- Hire an agency. But what type of agency, and what will you have them do? Media outreach? Content development? Social media? Website development? Advertising?
- Hire an outside consultant to develop communications strategies and timetables, advise you on affordable but appropriate human resources to carry them out, and help find and vet an agency, staff member or freelancer to do the work.
The last option is what I offer you.
WHAT ARE THE KEYS TO MARKETING SUCCESS?
Effective marketing is based on answers to a few basic questions:
- What are your and your competitors’ strengths, weaknesses, opportunities and threats?
- How is your product different?
- Who will buy your product? Who else can affect your success?
- What do you want to tell each of those audiences? How will you tell them?
I work with corporate leadership teams to answer these questions and to agree on the answers, which are the heart of marketing strategies and decisions.
EXPERT, UNBIASED INPUT ON YOUR MARKETING & PR NEEDS
As a consultant with 40 years of marketing/PR experience, including senior corporate roles and agency leadership, I can steer your marketing efforts down the optimal path, within your budget, to achieve the best marketing results possible. My services are project-based, not ongoing: I help establish or improve your marketing program and recommend other resources to carry it out.
It all begins with working together on articulating clear marketing goals, audiences, messages and positioning. Then I develop the best strategies to reach each audience. The strategies determine the type of actions needed, and that leads to selecting the best resources to do the work, whether an agency, a new employee or a freelancer or a combination.
My recommendations reflect only your company’s needs. I’m totally independent of any marketing or public relations agency.
SUPPORT IN IDENTIFYING THE BEST HUMAN RESOURCES
When it’s time to decide who will do the work to carry out your marketing strategy, you can rely on me to help.
Whether it’s better to hire new staff, contract with an agency or get freelance resources or a combination depends on your needs, budget and circumstances. I can save you time, money and headaches by advising you on the decision and helping you find the right resources. My marketing background and management of my own companies for 18 years has given me the judgement and instincts to know who would be a good fit for you, and to conduct a smart search, whether for a potential agency, employee or freelancer.
If I accept an assignment from you to help find the resources you need, I will charge only my ordinary hourly fees for seeking a new hire or freelancer, not a conventional executive search fee.
HOW TO IMPROVE YOUR PUBLIC SPEAKING & PRESENTATION SKILLS
If you’re a C-level executive, your company’s bottom line is affected by your ability to make presentations and speak well in front of a group. But according to a study done by The Chapman University Survey of American Fears, Americans dread public speaking more than earthquakes, break-ins, even dying.
Here’s a piece of advice: invest in yourself. Coaching and practice will help you become a confident and accomplished speaker. Coaching can work wonders in improving your skills and reducing anxiety about speaking. I’ll teach you some surprisingly easy ways to connect with your audience and keep their attention. What you learn stays with you – this isn’t the kind of training you’ll forget in six months.
If you’d like to learn more about my coaching services, please contact me.
PREPARATION AND TRAINING FOR MEDIA INTERVIEWS
Representing yourself and your company well in a media interview doesn’t come naturally. It takes training, preparation and practice. That’s where I come in.
I’ve coached executives in many industries, from many countries, to prepare them for interviews. As a former journalist, I’ve been in a reporter’s shoes. But I’m a business person who’s run several organizations, so I’ve been in your shoes, too. I can help you make the most of the media opportunities that come along.
If your company plans an important announcement, you can get help in preparing in advance. But requests for interviews can crop up suddenly, leaving little time for preparation. That’s why it’s important to learn “the tricks of the trade” now, to be prepared, not scared, when the heat is on.