-Short-rated contracts

-Transfer of artwork and other files

-Out-of-pocket and time costs to conduct a new agency search

-Time needed to get new agency up to speed

-Start-up inefficiencies for new agency as they learn client's business and procedures

Redefining Creativity. When you discuss creativity, you often define it in terms of talent, originality, fashion, trends and praise by creative peers and opinion leaders. For sake of bottom-line however, you must think differently. We need to understand that creativity must be redefined as an original way to sell a product or communicate an idea. When focus is on typefaces and colors, poor marketing projects are produced. When focus is on defining and conveying a message, great marketing projects are produced.

Your Budget. All companies, all industries, all products have different marketing needs and different methods of determining budgets. Introduction of a new company or product requires heavy spending based on anticipated results, while an established business might implement an annual marketing budget based on previous year's sales. There is no standard formula for determining your ideal budget, but with a little research, your marketing firm should be able to help you establish a solid baseline to start planning. The Plan. The first step in developing a successful marketing plan is to determine who you are and what makes you special. You must fill a need or people will have no use for your offerings, right? Consider where you want to be and how best to get there. Decide what it is that sets you apart and how this will benefit consumer. A thorough understanding of yourself, your prospects, and your competition will help you determine and achieve your goals.

The Focus. Although you may offer a variety of benefits that would appeal to many consumers, there is usually one single selling point which will win or lose your best market. Determine that one very special selling point and you will have established a focus which will set standards for your competition to aspire to. When planning your communications, your message must be clear and specific to your objectives. If message cannot be distilled down to one or two sentences, you are saying too much.

The Schedule. Despite popular misconceptions, good creative work doesn't always come in a flash of inspiration. It usually comes from much trial and error. This is why you need to take time to consider several approaches, work them through, and revise them. In addition, you should address budgeting, printing, mail handling, scheduling, and other issues relevant to success of project, at beginning of project. All this, plus need to perform in a businesslike fashion, means that your promptness in providing materials and making approvals is crucial if you are to meet deadlines.

Success. How do you measure effectiveness of your marketing efforts? An immediate increase in sales? Improved image? Breaking into a new market? Ideally each piece would generate more sales, improve your overall image and get you a big chunk of new customers. Yes, on occasion, a single marketing project can produce remarkable success. But, marketing should be viewed as a cumulative effort growing stronger with each project. Set your sights on building long-term success one project at a time.

Keeping It Intact. You've mapped out a solid plan. You've developed a great concept. You've created outstanding visuals. You're brave new approach to marketing is going great. So, why not just throw in a few "support' projects? Because you are always judged by your poorest effort, that's why. When it comes to marketing success, it isn't enough to simply complete each project and then move on. You must look at big picture every single item that sports your logo must fully support your corporate identity, and every single item related to a particular project must fully support that project and it's message. And, ultimately, every aspect of your business will either build your brand or make it crumble.

It's A Crazy Business. A few additional tips on how you can help minimize obstacles, delays, and unnecessary costs.

1. Provide directional comments there is no need to write copy or re-design layouts that is why you hire your marketing firm.

2. Review all copy/layout(s) to ensure work is strategically on-target and that your facts and figures are accurately represented.

3. Provide your materials, comments, and approvals on time.

4. Making all revisions at once will save time and money, and avert errors which occur when information is submitted piecemeal rather than in an organized and controlled manner.

5. Avoid surprises and you will help avoid dilemmas.