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What is marketing consulting?

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2 Responses to “What is marketing consulting?”

  1. Ad Man March 22, 2014 at 3:52 pm #

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    I’m so glad you asked. I happen to be a marketing consultant, among other things.
    I have 2 degrees, owned my own ad agency and worked as a sales consultant to a Fortune 500 corporation for 25 years.
    As a MC, I advised businesses as to the proper way to promote and market their products or services.
    This involved all or part of the following possibilities:

    1. A detailed analysis of the marketplace
    2. Past and future trends buying trends
    3. A demographic study of the ideal customer
    4. Deciding the product’s features and benefits to the consumer
    5. Setting up a promotional budget
    6. An overview of the competition
    7. Recommended media
    8. Designing the actual ads
    9. Creating a corporate identity program
    10. Establishing a tracking system
    11. Post-campaign analysis of successes and failures
    12. Recommended future advertising

    There may be more or less additional consulting, depending on the needs of the business.

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  2. Tuesday H March 22, 2014 at 4:36 pm #

    Good Answer Ad man.

    Just to add to his already concise answer:-

    A Marketing Consulting Operates with Statistics on (but not limited to)

    1) TARP ( Target Audience Response Points) for media selection.
    2) Consumer physchographics and demographics data.
    3) Retail statistics on product category
    4) Analysis of clients USP and percieved USP of the consumer.

    yadda yadda yadda… and lots more

    It is more complex science that at most time 55-85% accurate.

    It is not something that a new graduate, a new designer or a business owner can do and get it right the first time.

    Most important aspect of the MC is the ability to interpret data and apply creativity and experience to address the product. Compatibility and trust between the client and the MC is paramount for a successful partnership.

    I hope this helps you understand better on the industry and why great MC get the mega bucks for themselves and giga bucks for the clients :)

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