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Team Marketing: The Right Approach

Guest post by: Harvey Farr

Article Overview: Marketing/PR consultants will take one of two approaches in working with their clients. One approach is to treat a client as a client where they offer work and advice and have no vested interest in the outcome. The other approach is when the consultant makes him/herself part of the marketing team so there may not be a financial or equity interest in the client’s business, but as part of a team the consultant exhibits more of an interest to achieve success. I suggest the latter approach.

Team Marketing: The Right Approach

Marketing/PR consultants will take one of two approaches in working with their clients. One approach is to treat a client as a client where they offer work and advice and have no vested interest in the outcome. The other approach is when the consultant makes him/herself part of the marketing team so there may not be a financial or equity interest in the client’s business, but as part of a team the consultant exhibits more of an interest to achieve success. I suggest the latter approach. Marketing and public relations is a team endeavor. There is no debating this. It is virtually impossible to have an effective marketing effort without a solid and involved team in place; a team that includes the client, the consultant and perhaps others such as legal, financial, accounting and creative. There are so many facets to the public relations process that if it is not tackled in a coordinated and planned manner, the risk for failure rises exponentially. That is why every organizational campaign that intends to increase market share, raise brand awareness, gain mass exposure or achieve certain positioning should begin with a plan that spells out the marketing team that will make this happen. What is critical is that each team member sees him/herself as part of the team with shared responsibilities. Just because a company hires a marketing firm, it shouldn’t mean that the client states objectives and sits back waiting for the consultant to deliver. Consultants, especially in marketing and PR, have certain expertise. That is why organizations hire them. But those skills become effective when the consultant sees themselves as part of a greater effort and takes responsibility for the bottom line goal not just the PR part of the campaign. If a marketing consultant doesn’t feel deep down a responsibility to see his/her client succeed, then the organization has hired the wrong consultant. Then, it’s time to get someone who wants to be on the team.

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Article Tags: marketing, marketing los angeles, public relatinos, team marketing



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