Consultant, Prosultant or Insultant? Part 1
- Review all of your numbers, from response data to budgets to lifetime value analysis and more.
- Review all of your vendor pricing in search of efficiencies.
- Look for opportunities in your circulation plan, targeting dead weight.
- Review your merchandising plans and prepare square-inch analysis, among other tactics.
- Seek out other marketing opportunities you may not be taking advantage of (e.g., social media/Web 2.0, community, on-site reviews).
- Find advertising media you're not using and recommend structure testing, such as package inserts, print ads, supermarket take-ones, billing statements and so forth.
- Provide ongoing support to keep you focused and on track.
- Review your creative efforts and make recommendations for improvement.
And Now a Word From Our Sponsor
The IT director of a former client used to tell me there's no such thing as a consultant and all of us are actually insultants. Next week, in part two of this series, I’ll discuss some insider tips on the three types of consultants and how to choose the best for your organization.
Jim Gilbert is president of Gilbert Direct Marketing, a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert or you can post a comment here or e-mail him at email@example.com. You can also follow Jim on Twitter at www.twitter.com/gilbertdirect. Read Jim's personal blog at http://gilbertdirectmarketing.wordpress.com/.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.