Who hires Allegro?

Smart, busy, marketing managers (VP's, Directors) who need to execute targeted collateral, direct mail, online content, web-to-print, microsites, or social media – usually in the financial services and insurance industries.
By avaughan, on October 15th, 2009

When to hire an agency?

Marketing StrategyCompanies are looking to save a buck (or 100,000) these days any way they can. In-sourcing creative services has long been a popular approach to move costs around on the expense side of things. After all, utilizing creative folks that your firm already has on the payroll seems like a good idea from a budget standpoint. Internal creative services departments act alternately as a boon or bane to marketing managers in large organizations everywhere.

It’s great to have someone right down the hall to make your “I-need-this-yesterday” layout edits, yet this group is by definition “inside the box” of your company’s thinking. So when does it make sense to hire an agency?

1. Large Upside Potential

Are you working on a project that could result in a significant increase in your business? Is there a direct marketing element to what you are doing that can be measured and justified? If you answer “yes” to either of those questions, it will likely make sense to hire (some or all of) it out. Agencies understand ROI and will counsel you on ways to maximize the results of your efforts.

2. New Product or Service

If you are launching a new product or service, you will benefit from help with positioning. Smart marketing people outside of your company (i.e. an agency) can lend perspective to your marketing approach. They will enlighten how it fits in with existing and competitive products or services. This could mean the difference between successful market entry and, well, not.

3. Specialization or Technical Needs

Whenever you stress the limits of your internal capabilities or want to try a new approach, seek external resources. Using an expert in a certain area (i.e. direct marketing, internet site usability, social media, etc.) will be worth what you spend. Examples: Your internal IT people aren’t wired for marketing discussions -or- Your boss wants to vet a social media strategy -or- You simply cannot complete all the work at hand. It’s time to call for help.

There are literally hundreds of specialist agencies available to serve corporate clients in any given area of marketing. The best firms will say “no” to requests that do not suit their expertise. Some will take on work and outsource all or part of the projects. It’s a good idea to interview potential agencies in person or by phone and discuss your needs. Find out whether work is done by staff or freelancers and who your key contacts will be. See what kind of questions the agency asks you, too.


By kzuber, on June 25th, 2009

I Say, Be Like Kindle!

I really want a Kindle. Do I need one? No. But, I just think it would be fun to have. I like the idea of quickly downloading the next book I want to read. Or having a newspaper subscription on my Kindle and being able to read it at my leisure. And, I especially like [...]

By kzuber, on June 4th, 2009

Insurance Marketers Are Thriving

How do I know that insurance marketers are thriving? First, our agency is working with insurance companies who are continuing to grow and aggressively market their products. Second, several insurance firms are hiring employees. With higher than normal unemployment rates, that tells me these insurance businesses must be doing something right. Third, insurance companies offer [...]

By sgraunke, on May 11th, 2009

It’s up to YOU.

A couple of years ago my parents took my five-year-old cousin out for a “special” day. She got to decide what she wanted to do. Everything from whether or not her window was down to where to eat: it was up to her. She, being the youngest child, was awed by this concept. She would [...]

By kzuber, on May 6th, 2009

Happy Anniversary, Allegro!

I can’t believe I forgot Allegro’s anniversary. As of May 3, we have been in business for 19 years. When I realized it was Allegro’s anniversary, I got a little nostalgic. Maybe even a little misty-eyed. I have been with Allegro for almost 17 years. I remember my first interview. It was awful. I didn’t [...]

By kzuber, on May 1st, 2009

Get in Front of Your Customers – Literally!

I recently attended a State tumbling meet with my girls. After two long days, my girls were done with their events, and we were getting ready to leave. Then I remembered that when we had first entered the building, a t-shirt vendor had been set up just 10 feet from where we came in the [...]

By kzuber, on April 24th, 2009

Let’s Tell the Truth

I just received an automated phone call from a debt consolidation organization. The message told me they were calling about my credit card debt. The voice on the phone said she had my records right in front of her, and she could help me lower the interest rate on my outstanding credit card balance.
How can [...]

By kzuber, on April 17th, 2009

How About Some Marketing Optimism?

My mother, who is active in the United Methodist Church (UMC), recently took a trip to Sudan, Africa. She was part of a General Board of Global Ministries mission travel study team. The team was in Africa to observe the missionary work being conducted by the UMC and report back to their local churches.
While the [...]

By kzuber, on April 1st, 2009

Yes, Go After Your Competitors’ Customers

Is it proper etiquette to try and grab customers from your competitors during a recession? Absolutely! Any time is the right time to go after market share.
Times are tough, right? How can you get your competition’s customers to switch to you? Here are some dos and don’ts for keeping it classy while gaining more customers.
DO [...]

By kzuber, on March 24th, 2009

Let’s Bring Creative Back

When I was in college, I took an advertising class that delved into the history and evolution of advertising. The professor reviewed advertising creative – copy and design – through the decades. His theory was that every other decade, advertising and marketing experienced a highly strategic and creative burst of energy followed by a decade [...]