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115Chapter 9: Hiring Help for Your Marketing Program

ߜ Companies with sales revenue under $500,000 should probably limit their
purchase of outside talent to on-call copywriting and design services.

ߜ Companies with sales of over a million dollars may be wise to invest in
an annual consultation by a marketing professional.

ߜ As the marketing budget nears $100,000 to $200,000, consider retaining
an advertising agency — one large enough to offer the quality services
you need but small enough to consider your business important — to
help leverage your marketing budget through strong creative messages
and targeted media purchases.

Knowing When It’s Time to Get Help

When it comes to marketing, getting help is an indication of success. It means
that you’ve decided to strengthen the image and message you project in the
marketplace. It also means that you’re willing to invest some of your hard-
won profits into your business-building effort.

As with most business investments, you can’t afford to dive in too soon, nor
can you wait too long. Here’s when to bring in the pros:

ߜ When you’re creating a long-life marketing piece. If you’re creating a
logo, ad campaign, major brochure, or some other piece that will repre-
sent your business for months or years to come, invest in professional
assistance if you’re not certain that your own talents are up to the task.

ߜ When doing it yourself takes you or your staff away from more prof-
itable activities. Focus on doing what you do best and contract with
marketing professionals to do what they do best. You’ll profit doubly by
building your business while investing in professionally produced mar-
keting materials.

ߜ When your annual budget for marketing communications reaches
$50,000. Add up what you’ve budgeted for brochures, advertising, direct
mail, and other outreach efforts. If the total exceeds $50,000, consider
hiring freelance creative professionals to help you build a strong mes-
sage and a coordinated look for your company.

ߜ When the budget for a single marketing effort exceeds $10,000. If you’re
putting significant dollars behind a direct-mail program, brochure, ad
campaign, or marketing effort, don’t risk your investment trying to do it
yourself unless you’re certain of your capabilities.