Wednesday, August 29, 2018

Simplify your marketing supply chain

No one disputes that the velocity of change in modern marketing strategy and tactics is astounding. Just keeping current with the latest trends and thought leadership can be overwhelming—not to mention that quickly shifting gears and changing direction can pose a significant challenge for many organizations.

So how do you keep up? How do you remain nimble? One trend worth exploring is to reverse-engineer the traditional marketing challenge: Rather than looking at bolstering up your staff and vendor base, try testing that pro-growth mentality with a simple question: How are you managing your current supply chain partners?

Maybe you and your team juggle a host of vendors who independently source and manage the elements of your brand marketing program. The truth is, simplifying your supply chain makes sense for modern brand management. I relate it to the evolution of superstores (both online and brick and mortar): It used to be that I’d go to the sporting goods store to buy golf balls, to the mall for dress shoes, and the liquor store for wine. Now, I can get everything I need—at the best quality and price—through one retailer, delivered to my front door.

Successful marketing requires that same progressive, efficiency-driven mindset.

Companies that continue with old-fashioned partnering find themselves having to settle for the status quo. Few companies have the budget to staff-up to manage a stable of vendors. Smart companies are partnering differently for their marketing services: They’re carefully choosing one partner that helps drive growth through streamlined efficiencies and economy-of-scale cost savings.

To maximize results, look for a marketing resource with these types of service advantages:

  • Single-source project management
  • Ongoing and updated status regarding projects, data/feedback, budgets, etc.
  • Strategic oversight—one that can find the right marketing mix for your business
  • Proven tactical plan execution
  • Flexibility to pivot and change up or redeploy plan elements as needed

This type of partnership allows your company to quickly change without overwhelming your infrastructure—enabling you to rethink and refresh your marketing program without depleting your internal resources.

At Shamrock, we serve as that single-source partner for our clients. If you’re interested in talking about how we can help grow your business, connect with me directly at

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