Companies are often at a loss when trying to brief freelancers or agencies on their marketing needs and strategy, says Jo Duxbury, who introduced the Peppermint Source outsourced marketing management service this week.
As a new division of freelancer directory Freelancentral.co.za, it aims to serve as a bridge between the client and freelancer or marketing agency, as an alternative to employing larger agencies or managing freelancers personally, explains Duxbury.
“We started receiving calls from clients asking for freelancers, but they weren't sure what exactly they wanted; there was no strategic advice and they didn't know how to brief or manage freelancers.”
She adds that enquiries from companies on the challenges of trying to do their own marketing revealed a gap in the market. “I was contacted by a few clients on the pitfalls of DIY marketing - that and the calls we were getting planted a seed.”
In March last year, Freelancentral started managing outsourced marketing for clients and increased demand led to Peppermint Source becoming an official division.
Apart from conducting 'healthchecks', audits, strategy planning, and marketing project implementation, Duxbury notes Peppermint Source has a pool of 4 500 freelancers to source for creative input. “We also only bring in a creative when they're needed, which is efficient and cost-effective.”
Duxbury says many companies keep meaning to do things like upgrade their Web sites, refresh their brands, or send out a regular newsletter, but never get around to it. “DIY marketing can often do more harm than good, or doesn't get done at all. If you outsource you know it will get done and get done right the first time.”
Inside out
According to Duxbury, it's essential to take into account the company's overall business strategy and translate it into the marketing strategy. “If a client wants to move into certain industries or has a particular set of business values, then it has to be carried through from their newsletter to e-mail to stationery, as well as the bigger elements.
According to Duxbury, mapping out an effective marketing strategy involves a robust thinking process to identify interesting elements of the company's product or service. “While the actual content of the copy or Web site may vary, we take a lot of time to understand the client and their market.
“Often a strange, niche industry seems challenging at first, but you work with the client and find an interesting message about whatever they do.
“It's an exciting challenge to find the gems and messages a company hasn't been communicating; and seeing a light go on in a client's mind when they realise this. It's about finding things in the company that are already there, and uncovering them to promote the business.”
Social lite
As social media becomes an increasingly formidable force in corporate marketing, Duxbury says there are generally two responses. “Some companies are just scared of it and completely daunted by the thought of social marketing, with agencies full of creative executives and jargon.
“Others feel they have to do everything, and get someone to manage their Facebook page, Twitter feed, and so on, but it's not always relevant or effective,” says Duxbury.
“Last year, we saw a lot of clients throwing out traditional marketing such as print advertising, and going online. But it's not always relevant and companies often do it simply because they feel they have to jump on the bandwagon.”
She adds that one of Peppermint Source's aims is to demystify this process, and make it simple and pragmatic. “There's a misconception that marketing is difficult and expensive, and that you need to spend a lot of money to get a significant impact. But if you outsource it doesn't need to cost the earth and you can focus on the things you do well,” notes Duxbury.
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