MARKETING
     ON THE BUSINESS SIDE.

By Brett Gee, President of FORTHGEAR
Edited by Debra Hunsaker

After nearly 14 years in the business, I’ve developed a split personality — a condition that many of my fellow business owners will appreciate. Much of the time, I can’t be certain as to whether I’m a marketing professional or entrepreneur. Both have served me pretty well (or driven me nuts, depending on the day) but I believe the bigger benefit is how business experience has improved my role as a marketing professional. Consider a couple of tidbits of "wisdom" that I’ve gained over the years as a business owner, who happens to run a marketing firm.

Know Your Business. Know Your Brand.
Over the years, we’ve developed incredible professional relationships. These trusted advisors provide invaluable insights into our business needs but none of them understand our company more than we do. I have learned to engage, listen, learn and then implement carefully based on the know-how that only we have about our business.

The business of marketing really starts with knowing your own business. If you need help, start with a business consultant or advisor. But in the end, you have to know your own turf. Otherwise, you’re always at the mercy of uncertainty. From there, know your brand — another critical business component that should precede any significant marketing or advertising effort. In knowing your business, the importance of knowing your brand cannot be overemphasized.

Brand is the essence of a business/customer relationship — your promise, your performance, and their loyalty. Meaning, the promise you make to your customer, your ability to perform on that promise and the loyalty your customer gives back to you. Brands are active, not passive. An effective brand creates motion, attracting some while perhaps repelling others. What’s important is that you attract your target, then engage and hold them through promise and performance

Your brand is the ‘horse,’ your marketing the ‘cart.’ Avoid placing the cart before the horse. It’s amazing how much money businesses seem willing to spend on marketing and advertising, but how hesitant we can be to spend dollars on brand development and documentation. A documented brand sets a qualifying standard for integrated marketing and communications. Integration in marketing strategies creates synergy and is proven to enhance brand performance, while potentially reducing costs and improving results. Some communications companies specialize in brand development and can help direct you through this process.

Clearly Set the "Terms of Engagement"
I have heard many complaints offered up by businesses that engage communications companies — I’ll call us all "marketing firms." Certainly, a number of these are justified complaints due to dismal performance in a key area(s). However, just as often the trouble can be connected to having improperly engaged the firm.

Years ago, we contracted two accounting consultants. Each came highly recommended and cost considerable amounts of that ever-precious cash flow. In both cases, we were left with more complications and questions then solutions and answers. This proved a very costly lesson, which had nothing to do with accounting.

In a nutshell, both were destined to fail from the start. Why? We had not properly engaged these qualified resources. First, we had provided no clear direction or expectations. I simply wanted them to get me off the hook. Second, at the time I hadn’t enough foundational understanding to direct and measure their progress. I hadn’t done my due diligence. Third, I put them between our company and me — effectively shelving my inherent knowledge and earned instincts.

Never put a marketing partner between you and your business. We’re experts at communication, you should be the expert in your business. My recommendations:

• Don’t let yourself off the hook. Provide clear direction and set clear expectations.
• Do your due diligence. Develop and maintain your own foundational understanding to direct and measure progress.
• Don’t’ shelve your earned instinct or the inherent knowledge you have about your business.

Effective marketing relationships are partnerships based on trust, which are best achieved when the "terms of engagement" are clearly established. But before too much is done with regards to any marketing or advertising, take the steps necessary to "know your business" and "know your brand."

Brett Gee
President
FORTHGEAR, INC

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