Before I introduce my clients to Full Effect Marketing I ask them two very basic questions:
- What is marketing?
- What is the point of integration?
Its surprising how much debate ensues before everyone is on the same page, but its an essential first step for any organisation that wants to improve its performance.
The answers, of course, are:
- Marketing is the process of leveraging an organisation’s resources to profitably deliver a customer need.
- Integration is all about efficiency. (The single fundamental differentiator between a successful organisation and an unsuccessful one).
I say “of course” because I expect that I am talking now to marketing professionals and as such you will know this stuff. However, I have come across many people in even senior marketing roles to whom this is news, so I make no apologies by going back to basics in this way.
If this is new to you I have to warn you, this knowledge comes at a price – it will change your world forever! The fact that marketing is what it is has significant implications for someone who until now may have defined integrated marketing in terms of advertising and other communications, a popular mistake in the business world. Sure marketing communications of all types are involved, but they represent only a small corner of the universe that is marketing.
Think about it. If marketing is about matching resource to need its going to get involved in finance, operations, HR, IT in fact every aspect of a business, which, for an organisation built on traditional misconceptions is quite a paradigm shift and that itself presents a whole new set of tasks for marketers, because its us who have to manage the internal marketing required to get everyone on-board.
The issue of efficiency is also bigger than it may at first seem. Integration delivers efficiency by achieving consistency. To a marketer that means consistency between one communication and another and the synergy that creates, but it also means consistency between the talk and the walk. This latter element is a big subject in itself, which is why I have created Brand Discovery a programme within Full Effect Marketing that is explained elsewhere on this blog.
Full Effect Marketing is what it says on the tin – an approach to marketing that gives you the best possible effect you can achieve with your investment. It does it by cutting out waste and conflict and involves a three-part process:
Part one is the philosophy. You are never going to achieve optimum efficiency in an organisation that doesn’t have total buy-in to the principles I have already outlined and a few others that emerge during the process. To address this Full Effect Marketing kicks-off with a series of meetings and workshops with key managers, at the end of which every-one signs up to their part in the organisation’s new, efficient future.
Part two is strategy development. Much of this is covered by Brand Discovery, but loosely explained its about identifying resource, pin-pointing the need and introducing initiatives that will both fill the gaps and achieve the buy-in of the workforce, who are, after all, the people who are going to make it happen, so their commitment is essential. Yes, internal marketing and training are important elements of Full Effect Marketing.
The third part is implementation. Immediately that you understand how vast a subject marketing really is you are forced to accept that a) you are going to need expertise in a vast array of specialist disciplines, but many of them only occasionally and b) that those skills have to be the very best you can afford.
The nature of evolution is such that as individuals we are increasingly narrower in our expertise, but have far greater depth to our skills and knowledge – vertical rather than horizontal. It stands to reason therefore that to be the best every organisation is going to have to employ more people. This has both financial and logistical implications. You can’t, for example employ some guy with an essential, but infrequently utilised skill full-time on the off-chance that you might need to call on his services this week. Similarly, if you have a vast team of full-time and part-time specialists you are going to need a management process otherwise your efficiency drive will degenerate into a rabble of argument, debate and ultimately inertia. Full Effect Marketing answers both of these issues.
Firstly the overall Full Effect Marketing approach involves an assessment of your organisation’s skills. We work with you to improve the skills of your own people and having identified the inevitable gaps will call upon our network of specialists in locations around the world to fill them virtually or in the flesh, on a part or full-time basis. Every one of our partners has signed up to the principles of Full Effect Marketing and its management model, which is designed to get things done quickly and efficiently. They are also pledged to work alongside the organisation’s own people, mentoring them where necessary, to create the best and most appropriate marketing team, delivering the most efficient strategy for you.
Full Effect Marketing gives your organisation the flexibility you need to stay ahead of your competition, at a level of investment that just isn’t possible any other way. This level of efficiency is even amplified by the contract of engagement that everyone has. The Full Effect Company for example, doesn’t stand between the contractors and the organisation raking off a commission. We foster agreements between organisations and the experts they need, the experts bill the organisation and the organisation pays them directly. Its simpler, the organisation has control and the contractor gets paid quicker – everyone is happy. So much so in fact that as long as the Full Effect Marketing management model, with its inherent operational efficiencies, is maintained all our experts will charge less for their time than they would for other clients. Meanwhile, I and my management team will be a constant presence, bridging between the team and the organisations management, ensuring that everything stays on track and efficiency is maintained at every level.
Now every organisation, whatever their size or resource, can be sure that their marketing is as good as it can get.