If you ask the Internet what is better: a marketing agency or a full-time specialist, it will suggest choosing based on the following criteria:
number of years on the market or experience working in strong teams;
successful cases ;
quality of service – based on reviews, recommendations.
But in reality, you can’t choose like that: when evaluating candidates or contractors, you don’t take into account the specifics of your business. It’s not even about the niche: to promote, for example, eyeglass frames and a complex IT solution, you need different competencies, resources, and approaches.
It is worth relying on the following criteria:
sales volume — are you offering mass or library shop individual goods? There are companies whose annual revenue is generated by one contract — for example, cloud technology providers for corporations. And there is a chain of clothing stores where each outlet makes 100 checks a day;
Product complexity – can be determined by how easy it is to describe and how many options it includes.
Conduct an experiment. Ask your friends what your product is. If the answers differ greatly, the product is complex.
If the descriptions are similar, it is simple
For example, a business SMS package is a simple product, while CRM is complex. Or sunglasses are a simple product, while a car is complex (due to the abundance of options and configurations).
However, the world is not black and white, there are intermediate options. Thus, the production of souvenirs is a relatively complex product due to how to make temptation bundling individualization and variability.
Moreover, the very concepts of “complex” and “simple” change over time. The higher the consumption experience, the simpler the product becomes.
Therefore, I propose to consider four options at the intersection of these criteria and effective ways of promoting such products. For clarity, we will place these concepts on two axes:
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Simple product and single sales
A simple, one-off product does not imply high ao lists checks, but it also does not require deep immersion in the topic. In this situation, maintaining an in-house team is unreasonably expensive, and a regular marketing agency will not undertake the promotion of the project.
The solution is to outsource promotion to a single specialist who can handle simple tasks.
Simple product and mass sales
Selling a simple product in large volumes requires significant marketing resources.