Executive commitment is marketing gold! - by Chuck Sink

July 20, 2018 - Front Section
Chuck Sink

“Just a good photo and two or three key points we need to make…I’m begging you!”

Is this too much to ask a man or woman with authority and resources? For some business owners and executives, it may seem like a nagging request. Why should they take time away from their important work to jot down notes and hunt for a file? Important work. Hmm…

Is marketing communication vital to growing and sustaining a business? In other words, are your product features, pricing strategy, distribution channels and promotional messages important to your business? Marketing is all of those things so why not give it the time and attention it deserves?

Why me? For marketing communications to deliver results, two things need to happen: 

1) Appropriate resources are allocated and 

2) the business owner leads the marketing team. 

If there is a marketing committee, the owner or CEO should lead it, not a staff marketing director. You might think, with all this work and commitment, why am I paying a marketing agency?

Here’s why: To nudge you toward greatness in branding and sales results; to request and gather the shy pieces of accurate, relevant information, some of which you have in your mind – to make your messages into attractive and vibrant communications that look and sound great in every different media format.

In order to execute an effective campaign, an agency needs some executive leadership time devoted to focusing on key points, and maybe directives for a a photo/video shoot. That’s all it should really take for the company leader. What’s nice is that as the owner or chief executive, you have a phone number and voice to which people answer.

Leverage Your Knowledge and Directives: Once you make relevant facts and images available, the real work begins with the creative agency people who are very eager to please! We direct, we write, we design, we produce, we enhance, we refine and make attractive the raw facts about your value proposition. Executive input and decisions enable all of this to happen!

With the right amount of executive input, professional marketers can execute stronger campaigns. We can nimbly adjust our tactics from marketplace feedback, ever striving to improve and authenticate the brand experience for customers & prospects.

The most successful companies in any category have authentic and refined brands. They produce the most successful marketing campaigns. These campaigns succeed because the company leader is engaged in the marketing effort, devoting thought and directing resources toward successfully delivering their own key messages.

Chuck Sink is principal at Chuck Sink Link, Contoocook, N.H.

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