Bop Design Shares Insight on Benefits of Working with an Outside Marketing Agency

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San Diego B2B marketing firm, Bop Design, reacts to Association of National Advertisers' in-house agency survey results and explains why findings do not apply to small and mid-size companies.

The results of this data shouldn’t be taken as a blanket hiring strategy...

A September article in "Ad Age", on the Association of National Advertisers (ANA) annual in-house agency survey, claims that more marketers are relying on in-house agencies.

San Diego B2B marketing firm, Bop Design, shares its insight into the reasons why these results do not apply to small and mid-size companies.

Bop Design Business Principal Jeremy Durant states, “The results of this data shouldn’t be taken as a blanket hiring strategy since the companies cited as examples in the article are all Fortune 500 brands, including Dell, IBM, HP, Wendy's, Fidelity Investments, Marriot, and Wells Fargo.”

Durant continues, “As marketing budgets become leaner and expectations higher, marketers continue to struggle and search for ways to stretch their dollars while still providing their company with the best marketing communications program that optimize brand awareness, increase lead generation, and sell products and services.”

One way that is increasingly popular is utilizing the services and talents of an outside firm for specific projects or on integrated programs that are managed and directed by a few in-house employees. Benefits of working with an outside agency include:

Focus – Keep your in-house marketing team focused on creating the best strategy by steering marketing programs to line up with the overall goals of the organization. This maximizes their time, talents, and energy to address other corporate needs.

Expertise – If you have chosen well, your outside agency employs a diverse team filled with experts in their fields. They are up on the latest trends in the marketplace and have the talent to deliver programs that are fresh, on target, and successful.

Trends - A good firm will be up on the latest news, trends, and tools in the industry as a whole, keeping your employee entrenched in trends in relation to the company’s specific product and service offerings.

Working in a Bubble - Company employees can get bogged down by the day-to-day drudgery and office politics, which can sometimes dull the creative juices needed to come up with new marketing programs. An outside firm will approach the project with enthusiasm and fresh ideas.

No Overhead – It takes time and resources to hire, manage, and maintain employees. It’s possible that your current staff does not have the skill level, experience, or talents for specific projects that could be taken on by the outside firm, such as creating a website, SEO, social media, advertising campaigns, public relations, etc.

Durant concludes, “Most small and mid-size organizations can’t afford the management and cost of maintaining the elements of a fully-integrated team to support not only a corporate, but a customer facing, lead generation, and sales support marketing program. So, they turn to an outside firm whose sole purpose is to utilize their talents, technology and expertise to create targeted, innovative and creative programs.”

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Jeremy Durant

Jeremy Durant
Bop Design
since: 10/2009
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