marketing

3 REASONS WHY YOU NEED AGENCY AND IN-HOUSE MARKETING COLLABORATION

Do you find “either/or” choices restrictive and stuffy? You don’t have to choose between hiring an ad agency or only using an in-house marketing team. It’s possible to use both and get the benefits of each with on-point collaboration between these two powerhouses.

What are the benefits of using an in-house marketing team?

An in-house marketing team is built from the ground up. Each member of the team has an intimate understanding of your products, your positioning, your customer demographics, and the brand in general. Companies who invest in an in-house marketing team can keep and grow expertise within the business. Individuals on the marketing team have both long-term strategies and long-term goals for your brand. They’re experts who can see and adopt new marketing trends fast.

What are the benefits of hiring an outside ad agency?

Ad agencies can get the job done quickly. If you need results fast to satisfy an investor, c-suite, or a new VIP client, then farming out specific, one-off jobs to an ad agency can be worth it. An ad agency also offers a new, fresh take on marketing strategies for your products and services where an in-house team might become myopic, relying on time-tested strategies that risk becoming stale.

Why should you use both an in-house marketing team and an ad agency?

If you’ve invested in building a team of qualified experts for your in-house marketing department, it’s a great idea to appoint an in-house marketer to handle the communication between the rest of the team and the ad agency. What are the major reasons why you should combine the two?

  1. You need the benefits of both types of marketing teams. There may come a time where you need the brand expertise present in your in-house marketing team, along with the innovation that a quality ad agency can give you.

  2. You need to stay flexible. Are you unsure of which strategy is going to give you the best results? Combining the efforts of an in-house marketing team with an ad agency can help you stay flexible. Depending on how things go, you can either focus on expanding your in-house team, or adding more ad agency services at some point during the project.

  3. Your budget is limited. Hiring a fully staffed, in-house marketing team can be cost prohibitive for many startups and small to mid-sized businesses. If you don’t have the budget to employ a full in-house marketing team just yet, combining two or three in-house marketers with ad agency services can save your business money. An ad agency can fill in the gaps where you may be missing valuable in-house marketing expertise.

Farming out work to an ad agency, or staying strictly in-house both have their pros and cons. But when you combine the two, you get the benefits of both. Where one side is weak, the other can lend their strengths to bridge any gaps in your marketing plans. Instead of limiting yourself with an either/or choice, consider using both types of marketing powerhouses to grow your business and increase your revenue.

MARKETING TO THE MISSING GENERATION

Millennials are always in the news. Usually, nothing good is ever said about them. In fact, they’re the reason so many industries are dying. Millennials have killed bar soap, Applebee’s, tissues, and they refuse to get married, settle down, or have children. Even the once formidable real estate market is under fire thanks to Millennials.
 
So, in most instances, core Millennials aren’t the best demographic to target anyway. Many members of this generation are struggling to earn enough money for life's basics, let alone have any money set aside for discretionary spending. But fortunately for most businesses, the older end of the Millennial generation and most of Generation X are prime consumers to target in their marketing strategies.

Say Hello to The Missing Generation
Consider the combined older Millennials and Gen X as the missing generation, but a marketing sweet spot for most brands. These buyers are between the ages of 35 and 50, and are referred to as ‘digital pioneers.’ This demographic’s spending power and position in history sets them apart from older and younger consumers.
 
With older consumers, it can be difficult to effectively market to them because they didn't grow up with technology. Most didn’t even pioneer its use. Younger consumers, on the other hand, do not have much buying power. So we're left with the in between/missing generation who understands and uses technology, and has a lot more discretionary spending than their younger counterparts.
 
So, how can a business successfully market to the missing generation?
There are several critical components marketers need to consider when they reach out to the missing generation.

  1. Create messages that appeal to their stage in life. The average age of first-time home buyers has steadily risen since the housing market collapsed. Now, the average age is 32. Most of the missing generation’s members will be homebuyers. Most will also already have children. The older end of the missing generation may have teens at home or no children at home. But, they aren’t quite ready for retirement like older generations. Consider their unique life stage when you market to this demographic.
  2. Don’t coddle or patronize them with tech marketing. Digital pioneers were either super early adopters of technology or were the ones who created it. They know their way around a smartphone. Most probably use Facebook on a daily basis.
  3. Appeal to their nostalgia. While digital pioneers are quite comfortable with technology, they do remember a time before social media and the internet. In fact, many older Millennials and Gen X are nostalgic for their childhoods, when times were simpler. When crafting marketing messages for the lost generation, try to appeal to their sense of nostalgia.
  4. Do not use corporate messaging. Millennials and Gen X are leery of corporate America. The housing crisis shook this generation’s faith in big business and the government. It’s critical that marketers don’t use corporate speak or traditional advertising methods when they try to reach this demographic. Testimonials will appeal more to digital pioneers than corporate messaging.

Marketers have gotten caught up in the heady scramble to catch the attention of younger, tech-savvier consumers. In doing so, they’ve ignored a key demographic that has access to a steady stream of income. So when trying to appeal to members of the missing generation, don’t forget these crucial points.

IF YOU CAN'T CONTROL IT, STOP WORRYING ABOUT IT

If You Can’t Control It, Stop Worrying About It.jpg

You have a flight to catch, a crucial flight to catch at an ungodly hour in the morning. If you miss the flight, horrible things will happen, and understandably so. Perhaps you’ll lose out on a significant contract, or worse; get fired. While your worry about the outcome of missing the flight is rational, what isn’t logical is worrying yourself sick about missing the flight.

How so?

Well, have you taken reasonable precautions to ensure you’ll catch your flight on time? Do you know where your tickets, necessary paperwork, and identification is? Is everything packed and ready to go? Do you have a ride to get there, or do you have your vehicle where none of the tires are flat, and the ignition starts to get you there? Will you leave early enough?

If you answered ‘yes’ to everything, then all of your other worrying is nonessential. If you’ve taken care of everything on your end of the deal, any other mitigating factors are out of your control.

Can you control traffic or traffic accidents? No. Worrying about things that you have no power over will not stop them from happening. All you can do is make the right choices and decisions to reasonably prevent disasters and mishaps on your end, and also rationally and calmly handle problems when and if they do arise.

Sometimes, we think that excessively worrying about the improbable will prevent it from happening. Of course, magic doesn’t exist and worrying will not shield you from life’s accidents.

And what if you are in the creative industry?

Do worry and anxiety help or hinder the creative process? According to research, fear, anxiety, and pessimism are huge stumbling blocks for creatives. Worry takes up far too much mental headspace, leaving no room for problem solving or for brainstorming new ideas. While you can’t control every horrible outcome, you can control how much you dwell on them and how much power you give them over your life.

If you want to have more optimism and energy, let go of harmful worry and rumination today. Take responsibility for what you can control, and forget about that which you cannot. You’ll boost your energy and creative output, and be seen as a trustworthy, capable leader in your industry.