How to Outsource Ad and Marketing Production
When considering outsourcing, a great place to start is with a review of your marketing plan for the year. It will most likely have a multitude of activities including: your website (maintenance and updates or a complete re-vamp), events you will attend, updates to your catalog or creation of new catalogs, email campaigns, ads on other websites or in print publications, new product launches, announcements, blog updates, press releases, “specials” you need to promote, and more. Some of these--particularly the ones for which you lack in-house expertise, or those that are ongoing and time-intensive--might be prime candidates for outsourcing.
According to Counselor’s State of the Industry report issued earlier this year, 41% suppliers will increase their advertising spend in 2010. With in-house staff being reduced (or at least not increasing), the uptick in marketing activities and media is not easily managed. What new channels or initiatives have you added this year? Is your internal team well-equipped to effectively use these channels for increased ROI?
This situation can be less challenging to manage if you look to an outsourcing partner to support these more production types of tasks. Your in-house team, the individuals you have come to rely upon for their knowledge of your brand, will be better utilized. And, by the way, your artists will definitely appreciate the opportunity to work on only the high-end projects.
There is one very important point to remember here. The outsourcing provider you engage should be your partner. Don’t make the mistake of isolating the outsourcing provider from your core art and marketing group: they should be an integral part of your team. Without this integration, you will not be able to take full advantage of the provider and all they have to offer. And you will incur more work for yourself if you have to manage two isolated teams.