The Importance of Discovery

by Kara McGaharan, Director, Program Strategy

General Marketing

When you work with a provider of any type of marketing service, you should expect at least one “discovery” meeting. And, ideally, that provider will continue to ask questions and learn about your company throughout your relationship.

Discovery is a chance for the teams involved to meet face-to-face, discuss processes, expectations and deadlines. You should expect deeper discussions about your culture, your organizational structure, the systems you’re using, and what’s worked – and what hasn’t – when it comes to marketing. You can also share highlights of your company history and how they may have impacted the current state of your brand.

Talk About Your Goals

And not just your production and financial goals. Tell the provider about your vision; the hopes and dreams you have for your company, even the legacy you’d like to leave. When they know all the goals you’ve set for yourself, your team and your business, your partners can design your new marketing programs around them.

Talk About Your Pain

What’s hurting you? What’s frustrating and holding you back? How have you failed? Once your provider knows about your hurdles, they’ll have a greater understanding of the specific challenges they need to help you overcome. That allows them to strategize solutions to those problems and strengthen your marketing program.

Talk About Your Current Projects

Discuss everything you’ve been doing – the good, the bad and, yes, the ugly. Website content, SEO, print and email campaigns, social media – all of it. Even if you’re not planning to collaborate on those channels, it’s important that your partners understand your involvement with them so they can identify new opportunities to save you money and stress.

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"We have been working with April for about 4 months, since taking over following a client management transition. Whenever a change occurs when working closely with a company like MadAve, there is always uncertainty around how smoothly things will go. April quickly stepped into the role and handled our account like she had been working with us for months. She has great attention to detail and — most importantly — a unique ability to hold us accountable to providing the MadAve team what they need, when they need it. April has proven herself to be extremely organized and phenomenal when it comes to follow up. She is a tremendous asset for us."

- Ben Tassin, Partner Ambassador, DWM Holdings

"April has become an important member of our team. She brings our marketing plans to life, coordinating resources from diverse groups, both internal and external, keeping everyone organized and on-track. As the pace of our work becomes increasingly demanding, she never misses a beat - a true demonstration of her commitment to the American Frame brand."

- Laura Jajko, President, American Frame

"Over the past 9 years, MadAveGroup has actively engaged with us to understand our members, products and philosophy. Their due diligence delivers impressive digital campaign results month-over-month. Our organic search and paid search results have never been better! I am thankful for their expertise and recommendations as we work together to continue to boost our presence in the always-evolving world of search engines."

Heather Gilchrist, Marketing Director, VacationLand Federal Credit Union

"We've worked with MadAveGroup since 1996 in many different facets. In 2017, we implemented Pay-Per-Click and Search Engine Optimization programs, which have been instrumental in our ability to grow an average of 5.5 new customers per day for several years. Their client managers are friendly and bright and keep us updated with monthly reports. They are always there to help, answering phone calls and replying to emails almost instantly. I cannot say enough good things about MadAveGroup."

Sharon Tipping, Marketing Manager, Parker Steel

"I am most impressed with Brian and Jessica (and the team) for their abilities to be flexible and patient to come up with something that works best for our company and not just push us into something we would not be comfortable with just to get the money. This approach tells me they value the long-term relationship and not just the immediate win. Thank you all!"

Christine Gorey, Marketing Manager, Columbia Chemical

"Shaun always updates us on our quarterly changes and explains the process every time. This is a new program that I have taken over and he has been very patient and has done a great job explaining the process and the difference in scripts and messages and how Ziebart can utilize the program better."

Carly Jacobi, Field Marketing Specialist, Ziebart International Corporation

"Kara takes her role seriously and does her best to accommodate busy schedules. She is easy to work with and quick to respond. She helps keep them on track and lets them know when there is a problem before they discover it."

Kim Hoch, Vice President of Operations, Novus Clinic

The Importance of Discovery

General Marketing

Talk About Your Goals

Talk About Your Pain

Talk About Your Current Projects

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