Today, there are more ways to meet your marketing needs than ever before. Should you outsource your entire marketing operation to an agency group? Or divvy up specific needs to specialist, boutique agencies? Do you have an internal marketing department to throw into the mix? If so, how? The combinations are endless.
Just as Goldilocks made her way through beds, chairs, and porridge, you may have already been through trials and tribulations to find the perfect marketing solution. Or maybe you want to avoid that kind of journey altogether. So to help take out some of the guesswork, we’ve broken down the different types of advertising and marketing scenarios. We also look at some of the pros and cons of each option to help you find the “just right” option for your business.
This translates to, “outsource your advertising to the top-level pros.” It can be a popular option for businesses that don’t have an in-house marketing department but have substantial advertising needs (and bigger budgets) and are drawn to the prestige of a giant global agency and all that comes with it.
Here, the agency group takes over everything related to marketing, usually under the direction of your executive team.
The agency group uses the other resources on its network to accomplish tasks but is your main contact in handling everything from marketing strategy to execution. They also work closely with executives and key employees on your team to make sure their efforts align with and support your company’s goals.
With this approach, your strong internal marketing team takes control of your company’s overall marketing, bringing in specialist agencies to complete specific tasks for which your internal team is not suited.
Your internal team might handle strategy and planning, and then bring in a design agency for a rebrand, a web development agency to build a new site or app, a traditional media agency for bookings, and a digital media agency for PPC and social media advertising.
The core benefit of this model is cost savings, coupled with the capability to have “the best person for the job” for every job.
In our opinion, this is the Goldilocks’ “just right” option.
With this approach, your small but capable internal marketing team is supplemented by a single agency, acting as an extension, that either handles tasks directly or coordinates all outside tasks.
Your internal marketing team can focus on what they do best, and your agency can serve as an extension of that marketing team. That extended team works closely on planning and strategy, serving as a single source for flexible marketing capabilities, overseeing any additional outside resources.
Also, our clients like it too:
Some companies prefer one model to another, just like there are companies that can successfully utilize all three options. And there may be reasons why our favorite model isn’t the right one for you.
Some larger enterprises can overcome the obstacles of options #1 and #2, readily coordinating a group of specialist agencies with their internal experts in each of the targeted fields. They also likely have more resources. For many small and midsize businesses, however, the obstacles of those models can be insurmountable.
With a single-source agency working as an extension of your brand’s internal marketing teams, option #3 is the model we see most frequently leading to success.
Option #3 eliminates conflict and promotes accountability. It builds collaborative environments, providing the internal expertise your agency team needs to deliver success without placing unreasonable demands on your executive team’s time.
While the choice is yours, you can avoid the “too big,” “too soft,” and” too cold” marketing options with this “just right” model.
Although we can perform all three models, Echo-Factory has pursued a model where the marketing agency extends your team. This model works best for brands with growth goals (e.g., leads, revenue, awareness) while retaining complete marketing control. This model also enables the brand to develop customer intimacy as a value discipline supporting retention and improving customer lifetime value.
Let’s have a conversation if your company is looking for a brand marketing agency that extends your internal team. We partner with brands coast-to-coast and globally from our office in Pasadena, California.