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Marketing In Phoenix: What Makes One A Consultant?

By: Allan Starr

As a Phoenix-based marketing consultant, I was interested recently to hear a Phoenix radio station sales manager describe his sales department's status as that of "marketing consultants."

Indeed?...I thought.

Actually, the three indispensable requisites of a consultant are:

1. A thorough understanding of client objectives
2. An in-depth knowledge of the available options
3. Objectivity

If one accepts this standard, the salesman's appearance at bat was a case of three strikes - you're out!

Certainly, most of us Phoenix advertising types could agree, if one were to retain a painting contractor as the "consultant" for the best method for adding value to one's home, it's a fairly safe bet the answer would come back, "paint the house." Likewise, selecting the representative of a specific advertising medium to create an authentic, cost effective marketing plan would be, at best, a dubious exercise.

As a source that businesses retain to develop a plan for marketing and public relations in Arizona, and the allocation of their hard-earned, limited marketing dollars, we would be the first to admit that a marketing campaign has the potential for being the biggest black hole there is in to which to stuff one's money. At the same time, it has the greatest potential for delivering bottom-line results that can make it, not only a self-liquidating expense, but the most advantageous of all profit-making investments.

Most exciting is the fact that effective marketing can make a marginally viable business a profitable one and send a very good one off the Richter Scale, leaving in the wake of the quake some wealthy retirees.

A high-stakes game

Though, of course, it isn't really a game, business owners and corporate marketing managers often play it like it were, betting the company's precious funds on the basis of the flimsiest marketing information and knowledge imaginable. How often we've seen a convincing media salesman induce their prospect to literally bet the company store on a half-baked advertising idea that is doomed to futility on the very face of it.

Less is not more

The very least a marketing consultant should bring to the table is absence of any monetary stake in the client's decision. Better yet, his recommendations should be based on a comprehensive and current knowledge of the client's market, including an intelligent, frank SWOT (strengths, weaknesses, objectives and threats) analysis. To offer any less is unconscionable and, while there is no such thing as a sure thing, amounts to playing Russian Roulette, with the gun barrel aimed squarely in the direction of the client.

Ignorance is no excuse

Like the driver who professes to not have been aware of the speed limit, the client is ultimately the party that bears the consequences for the marketing choices that are made. There are alternatives. He either can seek the assistance of a qualified navigator, or learn the rules of the road (in this case, the available options) and have charts or a map before heading out on that marketing excursion.

Any marketing consultant worth his salt will at least point the person inquiring in the right direction, whether or not that person is a current or potential client. To do any less would be as inappropriate as selling the home owner a paint job when what the house really needs is a new roof or air conditioner.

Article Source: http://www.newarticledaily.com

Allan Starr founded Marketing Partners in 1976. The Phoenix-based marketing, advertising and public relations firm serves an extensive and diverse clientele comprised of Arizona, regional and national companies and has won many awards for its innovative campaigns. www.markpart.com

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