Revisiting choosing a marketing partner

In an earlier post, we discussed how you should choose a potential marketing partner. With the economic climate being what it is currently, you should revisit this process.

Just because the incumbent is the incumbent doesn't mean you should keep them--or shed them. Ask for regular reviews and to revisit your contract or pricing structure. If they can afford it and you need to make cuts, come to an understanding so you both can survive. You can make it up to each otehr later.

You should also broaden the scope of your view of suppliers. Many times you might be able to get away with one supplier rather than two or three. Can your branding agency handle your trade show program? Can your trade show house support your branding and marcom mix? Do you hyave an outside consultant who can broker all of the above?

Be creative in your approach and consider the many alternatives. There is more than one way to skin a cat.

TTSG

Good old boy networks

OK, the old ways do have a place. But do they?

Loyalty and dedication are one thing. Blindness relating to either is quite another.

A recent experience with a client and an incumbent supplier brought this to light. Just because there is an incumbent, doesn't mean they are the best fit. And from the supplier side, we think about this daily. Yes, choose your suppliers because they are loyal, provide the service when you ask, you like the contact person, and they've been with you since day one and know you and your business real well. However, in today's environment, both suppliers and buyers must be looking for or provide the best value for the effort. In recent times this has been referred to as "value-added" service.

Do you provide value-added service? Are you getting value-added service?

If the selection of a supplier is the responsibility of one of your direct reports, let them make the decision on who to choose. Chances are, your colleague has a great sense of what is needed from the supplier and best for the task at hand.

From a supplier standpoint, do you review your services on a regular basis with your clients? Are you evolving to support their changing markets and needs?

Having old, good friends as suppliers has its place, but we must be judicious, but polite.

TTSG

Collaboration pays off

Collaboration between your vendors--exhibit company and creative (ad) agency pays off with a consistent and dominant brand.

At the recent Australian Air show (March 10-15, 2009), Aviall again demonstrated the leadership of having their exhibit partners collaborate with their agency.

The booth was a shell scheme designed and outfitted by 2Heads of the UK and Dubai; the graphic design was directed by Zachry Associates of North Texas, USA.

In the concept you can see how the graphic look of the booth mimics and carries over the branding from other other media.

There is more to this story: the booth won "Best of Show" at the air show. Photos will show up in this space as soon as they are available.

for more examples of Aviall's brand and other media treatments, go to www.aviall.com or www.zachryinc.com.

TTSG