Finding Solutions for Growing Businesses
WSBDC Selecting and Hiring Outside Firms
SELECTING AND HIRING OUTSIDE FIRMS
Excerpted from the handbook, Small Business Guide to Effective Marketing Communications, provided by the Michigan Small Business Development Center, Detroit, Michigan and developed by the Business Enterprise Development Center,
Troy, Michigan.
There are a number of outside services and consulting firms that may be necessary for you to call upon to support your marketing communications efforts. These include:
- Advertising agencies
- Public relations firms
- Market research firms
- Marketing consultants
- Management consultants
- Printers
- Graphic designers
In all of these fields, there are many qualified and talented firms in the southeastern Michigan area from which to choose. The key questions are: what will your marketing communications budget support and which efforts can you implement yourself without compromising quality and impact? In some cases, it may be more cost effective to hire an outside firm or freelancer due to time and materials efficiencies, as well as the special relationships many firms have with related suppliers and media outlets.
Timing is an additional consideration. It is generally advisable to bring in an outside consultant during the plan development stage. In this way, the consultant can help you make strategic decisions and avoid possible pitfalls. Once plan implementation has begun, it can often be costly and time consuming to have to back track and refocus marketing communications efforts.
In considering any outside firms, there are some questions which you can ask to aid your sleection. Many consulting firms are qilling to conduct an introductory meeting with a prospective client at no charge.
Questions to Ask
- What is the firm's experience in marketing communications?
Ask to see examples of previous work.
- What type of results have they produced for other clients?
- Will they provide you with a list of references?
- What is the experience of their staff?
- How will your account be serviced and by whom?
- What is the firm's fee structure? How do they bill for time and materials?
In selecting a firm, there are a number of different referral sources you may call upon for advice, including professional organizations, peers, and the business press. You may want to talk to several sources to be sure the firm will meet your company needs before making a final decision.
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Developing a Marketing Communications Program
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