Running a business is a bit like surfing; you have to ride the waves as they hit or risk going under. This is especially true when it comes to navigating market forces. Flexible, dynamic and unpredictable markets have the power to swiftly impact your business. Remember record stores? There was a time when it was hard to imagine a town centre without an HMV or Virgin Megastore, but now they’re a rare sight. For both businesses, the market changed to a degree which meant they simply couldn’t survive in their previous form.
Imagine; to get customers through the door, a restaurant has taken out a full-page newspaper advert at great expense. That evening, it’s clear that the ad has been successful – dozens of new visitors are indeed coming through the door. Sadly, they are taking one look at the tired decoration, the grubby tablecloths and the disinterested staff, and walk straight back out again.
What’s the best way to recruit a new marketing executive? Is it better to use a specialist agency, a generic agency, or go direct? The Marketing Centre’s Robert Stead has his own recipe for success.