“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (American Marketing Association, approved definition 2017)
Marketing is not “just” an important part of business, it “is” the business. A business cannot exist or flourish in a vacuum, without customers. The only way a customer will know to seek out the business is through marketing. The actions in marketing cover a variety of different activities – all focussed on selling your business’ products and services to existing and future, potential customers. It is a tool used to create and maintain demand, relevance, reputation, competition and more.
With so much of a business’ success pivoting on the effectiveness of its marketing, establishing a partnership with a trustworthy marketing entity is crucial. Such an entity may be an in-house marketing department or a large, high-street agency with an extensive client list. The choice depends not only on personal preference, but also on affordability, ability, and accessibility. Where these three factors overlap, smaller boutique marketing firms shine brightest.
Boutique marketing firms are more cost-effective allowing a business to invest more in a marketing plan. In-house staff, facilities, systems, training, and benefits can deplete a marketing budget, where larger agencies may be too expensive for small and medium business.
Smaller marketing firms are often business ventures formed by experienced industry professionals across a wide array of specialities, bringing unique talents and backgrounds into an environment where more innovation and free creativity is encouraged. This means working with a pool of experts possessing broad skillsets in multiple disciplines. It also brings a more fluid continuity across all platforms and campaigns, as well as scalability on demand.
Smaller firms have shorter client lists and make more time available to build personal relationships among the team members and the client. Also, it often means access to everyone involved with the marketing process when and if needed leading to a more authentic exchange of ideas. Often, the marketing firm’s owner is also the business’ leader and a member of the team, bringing a unique skill set combining business acumen and creativity.
Additionally, smaller firms nimble – without the processes and hierarchy required to maintain consistency in larger firms. They can react quickly to unforeseen changes and take advantage of opportunities as they develop.
Perhaps one of the most appreciated advantages of partnering with a smaller firm is responsiveness. By their very nature, smaller firms offer a responsive service to clients. This is the result of two of the main qualities of a smaller firm: accessibility and the nimble environment in which they operate means that they can maintain timely communication with their clients to respond to their needs and expectations.
Marketing is not an event it is a process that requires vision, dedication, trust, and commitment. The goal is to convert a target audience into customers, retain current customers, improve sales and revenue, and grow your business and brand. Partnering with the right firm while importing the right elements and character to a business is a tent-pole decision that will determine the stability and profitability of the business as it grows.
Small agencies create big ideas because they attract open-minded employees and encourage them to participate. They usually work in an atmosphere where the people feel motivated to share ideas and brainstorm together no matter the grade or years of experience.
A professional full-service marketing agency can save time, conserve money, and strengthen your brand.
To facilitate promotion and remove roadblocks from being known in the market.