In marketing, there are often many fingers trying to get into the pie. And this little bit of info won't tell you who the best person is to give you marketing advice.
I'm here to tell you who isn't!
Anyone who has a vested interest in what they are recommending to you is not to be trusted!
The radio guy will be telling you how effective radio is, the TV guy will be saying the same thing about his media, as will the newspaper guy, the PR specialist and the direct mail guru. I've actually never seen any stats shown to me by any of these people that show their 'product' in a bad light.
Boy, can those reps make their statistics sing!
Sure, it's a broad generalisation and I'm saying it tongue in cheek. But it has an element of truth.
Take what the advertising reps provide and apply your own (or an independent expert's) research and assessment to it. There's nothing worse than wasting money on marketing that doesn't work.
Cheers.
Brendon
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