6 November 2009

By Ken Schmaltz, Marketing Director, Twist Marketing

Growth has stalled. Or a competitor that used to be an ankle biter is suddenly taking big bites out of your market share. Or marketing activities that used to work aren’t working anymore.

Many clients come to us after they’ve experienced these problems, tried to fix them with a new brochure or updated website, and ended up with negative growth, less market share and steadily declining marketing performance.

Why do these do-it-yourself efforts not achieve the desired effects? The answer lies in Einstein’s definition of insanity: “Doing the same thing over and over again and expecting a different result.” Even if they tried a new tactic, like a corporate Facebook page or an email campaign, they were still coming at the problem with the same assumptions—assumptions that are made by employees who are too close to the subject to be objective. And if those assumptions have led to the current problems, they’re unlikely to produce a different result when they’re applied to Facebook.

Sometimes what’s needed to stop the insanity is an objective, outside perspective. Starting with the big picture and drilling down to a granular level, an outside observer can approach the problem with a fresh eye and ask questions such as:

• Are your assumptions about your customers, competition and your own strengths accurate?
• Do your marketing objectives align with your overall business objectives, sales processes and internal culture?
• Is your marketing strategy flawed? How can it be improved?
• Does your message resonate with your audiences or are you essentially speaking to yourself?
• Are your messages even reaching your target audiences?
• What’s the best way to get your message in front of your target audiences and have them actually read it?
• Do your sales people have the tools they need to get past the gatekeepers, engage the influencers and convince the decision makers?
• Are there bottlenecks and disconnects that are preventing the success of your marketing?
• Does your branding accurately reflect how your customers and employees view your company?

Often, we find that an outsider can ask questions that an insider may not be able to. An outsider is also more likely to get the straight goods, not just the “right” answer as defined by company politics or culture. And an outsider can deliver an accurate, spin-free assessment of why something’s not working and what will work, without having to worry about internal politics, hierarchies or personalities.

The Twist: Your market is changing, and your marketing has to change to keep up. To make the right changes, sometimes you need to call in an objective outsider who can provide fresh eyes and insights, ask the hard questions and get back honest answers, and then tell you what you need to hear in order to get growth back on track, put competitors in their place, and replace tired old marketing and sales strategies with the right new ones.

For more marketing articles, please visit www.twistmarketing.com/resources