It is likely that you get tired of answering the same questions over again. Our lives seem to be a never-ending cycle of repeated questions.
- What is your social security number
- What was the last time you had a physical?
- Which year were you born
Do you consume more than one glass of wine/beer/spirits per day, week, or month?
It’s like washing, rinsing, and repeating. This is how business leaders and owners feel when they reach out to a marketing agency, fractional chief marketing officer (CMO), or service.
The standard set of questions starts:
- Who are your target markets?
- What are your marketing goals?
- How do you determine if your marketing is successful?
- Which marketing strategies do you use consistently?
- Which marketing tactic is most effective?
- How much do you have to spend on marketing?
Your marketing and your bespoke tailoring may be different in certain areas.
- Marketing is custom-tailored and not one-size-fits all.
- Marketing requires the use of specific tools and tactics. Bespoke tailors work only with the finest fabrics, seamstresses, and tailors.
- Marketing is just like custom clothing. It comes in many budgets. Marketing budgets can increase or decrease depending on how customized the product is.
Let’s look at what happens when we think of our marketing department, support marketing agency, or fractional CMO like a haute couture specialist or tailor. They are trying to find the best fit.
Marketing design
Owning or operating a business not only requires commitment, it also requires understanding of your industry/product/service and a fair level of risk tolerance. Your marketing professionals will ask you questions to help determine your level of each. As fashion designers and tailors would need to know about your fashion risk tolerance, so will marketing experts. Do you prefer muted or flashy silk linings? Do you prefer fabric with lots of movement and flow? Or more structured pieces? Are you open to exploring new marketing avenues for your company or do you prefer to stay with the tried-and-true “classic”?
Your marketing can be constructed with the same parameters as a tailor would. Is it building seasonal campaigns or a long-term plan for growth that provides the company with a plan that “wears well” over the next five years? Some channels are more successful over time. Some channels are more trendy or seasonally appropriate. All fabric can be used to make clothing. However, it is possible to choose silk for the summer and wool for the winter. Marketing is no different. Marketing teams should choose the best marketing channels and tactics to support long-term growth.
