[Mannes on Marketing] How to Select a Partner to Help Market Your Business

Recently while in a local book store I passed through the section devoted to “Marketing Your Business.” Book after book and title after title touted the value of advertising, public relations and other marketing activities. No doubt these are all valuable pieces to growing and maintaining any business. However, it struck me that simply reading a book wouldn’t necessarily make one an expert in marketing their business or solve the issues that often prevent companies from fully engaging a marketing plan.

To be truthful, many companies simply do not have the time, expertise or budget necessary to tackle this challenge. This is at the heart of why developing a partnership with a marketing professional can benefit a business and positively affect your bottom line. Yet, how do businesses go about building this type of partnership? Below are a few of the most important questions often faced by pest management businesses when venturing into a marketing partnership.

Q. When should I partner with a marketing professional?
A. It can be difficult to know when to partner with a marketing professional. Oftentimes, companies across all industries attempt to “do it all” and only when a mistake is made or an opportunity lost do they look to partner with a marketing professional. Does this sound familiar?

1. Is day-to-day business keeping you from even addressing/considering your marketing needs?

2. Is your marketing budget remaining on the table year after year because of a lack of ideas or time to execute them?

3.  Does your company’s marketing program live on the “back burner”?

4.  Is your professional image not “up to snuff”?

5.  Are you missing sales/businesses goals and feeling like a cohesive marketing program could help address this problem?

If these scenarios seem all too familiar, you may want to consider partnering with a marketing professional who can fully address your advertising/public relations needs, spend your allotted funds fully on meaningful tactics and provide your business with the consistent attention it deserves and tangible results.

Q. What characteristics should I look for in a marketing partner?
A. If the rule of thumb in real estate is “location, location, location” then the first rule of partnering with a marketing professional is “fit, fit, fit”! Certainly more than previous work experience, your company must feel comfortable with the marketing partner it selects — matching company philosophies and styles truly makes a difference! It is not necessarily about seeking out specific characteristics, it is about seeking a marketing partner who respects and understands your company’s characteristics. Are you willing to take a marketing risk? Find a marketing partner who values exactly this. Are you a traditionalist and like things to progress methodically? Find a marketing partner who develops plans exactly like this.

Q. After we have selected a marketing partner, why is it important to implement a marketing plan?
A. Creating and implementing a marketing plan is a critical component of any partnership between a company and a firm. A marketing plan lays out a timeline for tactics as well as the responsibilities within the relationship. Whether through advertising or public relations, the plan provides both the company and the marketing professional with an outline of expectations for the relationship. Developing specific expectations will ultimately allow a company to measure the success of its marketing partnership.

In building a marketing partnership with a professional, you are not only making a concerted effort to strategically increase your visibility within your local community but also demonstrating the value you place upon communicating your business message in a thoughtful, well-planned manner. Although an investment, developing a marketing partnership will be well worth the financial commitment if it encourages the growth of your business.

Q. What if we want to partner with a marketing professional but just don’t have the budget?
A. No question, partnering with a marketing professional can be a significant investment. Pest control companies often need marketing help and want to commit funds to their marketing efforts. Realistically though, budgets do not always match your marketing dreams.

Consider the resources available through national, state or local associations. Many associations, including the National Pest Management Association and its sister organization, the Professional Pest Management Alliance, can offer valuable turnkey resources for your marketing efforts. Seminars, often hosted by associations, are excellent resources, which offer constructive marketing advice and present tried and true tactics for businesses to implement. Further, these associations often provide materials to members that can be customized, such as press releases and media alerts. Take advantage of these materials as they are both effective and efficient.

Seek out a partnership with students from a local university. Local universities are ripe with students who are not only learning their craft but more importantly, seeking practical, real-world experience for their resumes. In return, you can receive excellent marketing work, which helps to grow your business for a smaller fee than if you engaged a professional advertising firm. Simply calling the local university and seeking out the chair of the communication or marketing department is the first step in building this potential relationship.

Hire a freelance writer and/or marketing professional. There are many professionals who have terrific experience and outstanding resumes but for a variety of reasons may not be associated with a marketing firm. These individuals are called “freelancers” and many are ready and willing to offer outstanding marketing work. Since freelancers rarely have the overhead of a larger marketing firm, hiring one may be more affordable. Freelancers tend to value flexibility in their time and, with a limited budget, your company can provide exactly this. Go online and search — many of these individuals use personal Web sites to display their work. Additionally, word-of-mouth recommendations are also an excellent way in which to find a freelancer.

CLOSING THOUGHTS. In building a marketing partnership with a professional, you are not only making a concerted effort to strategically increase your visibility within your local community but also demonstrating the value you place upon communicating your business message in a thoughtful, well-planned manner. Although an investment, developing a marketing partnership will be well worth the financial commitment if it encourages the growth of your pest management business.

The author is vice president of public affairs, National Pest Management Association/executive director, Professional Pest Management Alliance. She can be reached at 703/352-6762.