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Using Marketing Consultants to Add Value
By Edward Hasting-Evans, Apple Marketing

In today’s ever changing markets it is unacceptable for marketing consultants to simply suggest an answer, it is necessary to provide a fuller service that involves rolling the sleeves up!

In order to decide if you need consultants on a given project or not it is important to answer the questions, why use consultants? And are they offering me tangible benefits?

Why use consultants?
There are a number of good reasons why an organisation would seek outside assistance as opposed to simply buying in the staff on a permanent basis. Although the various reasons and nuances are endless they can usually be broken down into three main groups:

* An extra resource to deal with a temporary workload peak

* To tackle a specific problem that requires a particular skill set and/or an external view

*Skills are required that the organisation can not afford to permanently buy-in

Organisations rely on staffing covering an average or expected workload over a given period of time. However, inevitably there will be peaks and troughs throughout the year. During these peaks the current staffing levels may be insufficient and therefore consultants can be used as added cover.

What should you get out of it?
To ensure that you are happy with the work produced by the marketing consultant you need to be clear on what you expect to get out of it! A well presented report or set of recommendations that aren’t actioned will not achieve your goal of, for example, revenue growth.

It is often the case that the skills do not exist within the organisation to implement a given solution. In these cases businesses should expect to work closely with the marketing consultant to deliver the results, therefore providing a complete solution with a defined outcome.

Another major benefit of using a marketing consultant is to gain an outsiders perspective. They will be able to bring a fresh pair of eyes as well as impartiality. This is particularly useful when tackling topics such as branding and messaging, where internal staff are "too close" to provide the concise overview required.

About the Author

About Edward Hasting-Evans & Apple Marketing
Edward Hasting-Evans provides expert, result driven freelance marketing & design services to small and medium sized businesses. To find out more about Apple Marketing, his freelance business, please visit:
www.applemarketing.co.uk

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