Page 129 - Duct Tape Marketing

Chapter 9

Hiring Help for Your
Marketing Program

In This Chapter

ᮣ Figuring out when to seek professional marketing help
ᮣ Using in-house talent
ᮣ Making hiring decisions
ᮣ Selecting an ad agency
ᮣ Getting help for your online marketing efforts

You’re a small business marketer. Most likely you’re not a trained market-
ing strategist, media buyer, award-winning designer, or stop-’em-in-their-
tracks copywriter.

You’re also human. You have 24 hours in every day, and perhaps you’ve sud-
denly realized that even by giving up sleep you can’t come up with enough
time to run your company, develop your products and services, build your
customer base, maintain your business relationships, and produce and place
your own ads.

Or maybe you have the time but lack the professional touch or creative talent
to create great ads, brochures, Web sites, or promotions on your own.

Or, best of all, maybe you’ve arrived at the point where your business has
simply grown so large that you can no longer implement its marketing pro-
grams on your own.

Perhaps all you need is occasional help from a designer, copywriter, Web site
designer, or media buyer. Or maybe it’s time to graduate to “client” status by
hiring an advertising agency to help polish and project your image. Either
way, you need to know where to find marketing professionals, how to manage
the screening and selection process, and how to participate in a relationship
that works to your immediate and lasting advantage. That’s what the follow-
ing pages are about.