RSM Connect Tue, 29 Oct 2019 15:53:58 +0000 en-US hourly 1 RSM Connect RSM Connect Marketing Made Easy – Episode 7 Mon, 30 Sep 2019 14:55:30 +0000 0 <p>Welcome to another episode of Marketing Made Easy by… RSM-marketing, I’m your host, Ryan Clem and today we’re talking to executive producer of hydraulic studios. Peter Espinoza, he’s been here a while, he’s seen a lot and has a lot of good guidance and feedback for any client wanting to shoot a video. He talks […]</p> <p>The post <a rel="nofollow" href="">Marketing Made Easy – Episode 7</a> appeared first on <a rel="nofollow" href="">RSM Connect</a>.</p> Welcome to another episode of Marketing Made Easy by… RSM-marketing, I’m your host, Ryan Clem and today we’re talking to executive producer of hydraulic studios. Peter Espinoza, he’s been here a while, he’s seen a lot and has a lot of good guidance and feedback for any client wanting to shoot a video.

He talks a little bit about what goes on behind the scenes. The pre-pro needed for a shot. What goes into quoting a shoot, how to make a video compelling and some little tricks on to up the ante on your video.

Let’s listen in…

Peter, I welcome, thank you, right, and so let’s start just talking a little bit about you. I know you’ve been here at our son marketing for a while, tell us how you started out and how long you’ve been the Executive Producer of hydraulic.

So I started at RSM. Which was previously or marketing a little over seven years ago as an intern, as an account service in turn, working on the account side and kind of worked my way up through the account team and up to an account coordinator, account executive.

And then during that time, the great thing about marketing is working for an agency, you get to work with not only every type of client, “but in every avenue of marketing and kind of figure out what you like the best. And I had always done kind of freelance and have freelance photography and a little bit of video and that just became particularly interesting to me doing all that, so I was vocal about what I wanted to do, and I made my way onto the video team as a producer and then learn to shoot at a professional level from our director Clint herring to shoot. Nett continued my role as the kind of executive producer and now that’s been doing that for four or five years, and that’s still what I do today.

I feel like that gives you a unique perspective because you’re someone who’s got the best of both worlds. You’ve been on the client side and you know what it’s like to work with clients and what clients are looking for and what they want and then you also have this step knowledge and talent on the video side. You’re not someone who kinda grew up in video, and then how to figure out what clients want. You grew up in that, so to speak, here at ARs and that’s why it’s… So I think my role is important over at hydraulic studios, because we service all the clients that are Shawn they need video and photo work. But I’ve got my own book of clients that are hydraulic studio specific, and obviously they find out about RSM at some point in the relationship, and the other services we offer, ’cause I wanna make sure they know, but sometimes initially, they won’t even know that we’re part of a larger agency, if it’s just not necessary for them to know and they’ll just work with us and they’ll work with me directly. You will get all there. We’ll do all the pre-production, production, post-direction, communication delivery. And they may not even know that RSM is on the other side of it just because they have no need for additional services. It’s a smaller type job and they know it’s a one-off, small budget type thing, but those the account service skills and client-facing skills I learned in my early days have been beneficial to the video part of the agency definitely.

So for folks who don’t know, hydraulic Studios is a company with him or marketing. And to your point, sometimes there is overly there and sometimes people can just work with hydraulic studios, if that’s what they’re… Meaning. Let’s give just a quick summary of the services that hydraulic Studio offers.

So like Rand mentioned 1 Studios is a, I guess we call it a division of RSA marketing, but we created our own brand many years back, just to be able to market ourselves to people who might adjusted video, and then that works really well. So we decided to create air capital drone company, which is essentially, it’s a the division of hydraulic studio for people who just need drone work its up direct easy way for them to find us if they just need aerial type work, which a lot of times converts into traditional videography and potentially photo services as well, but we… So, obviously drone services, we’ve been flying for a little over four years now, we have Ford on staff if a part 107 licensed pilots, and so, we’re very experienced in drone photography and in terms of services every in any type of video production, you can need brand video animation social media campaign book volume type videos we’ve done a ton, big sets of product videos, like for a fire or company, they have these firework companies that come in every summer they have 160-200 skus, and it’s a progressive thing. Updating the product videos for what these fireworks look like.

And so you’ll do 50 or 100 of those, the summer.

So both volume videos, any type of video and photo production service we we can do.

And I, I, if there ever every now and then someone presents something that we might not know how to do, but the answer is always no, but let me go find out and we just figure out how to do it.

I think that’s something that the Hydraulic Studios, team is really good at is getting into the weeds. It came from the client services side, and I always felt like when we had kind of a weird obscure request, it was never a no, it was always like you said, we’re gonna figure that out and I know your team also is used to having long shoots, multiple day shoots. I think sometimes, we always think things are gonna be easier than they are, but that’s typically not the reality when shooting especially as a big project, right?

Yeah, and going back to your… In the weeds, I think that is part of one of the main values of arm which is curiosity. One of the things we love about our job is there’s always new technology, and all those new pieces of software that we’re having to locate and find to solve problems, whether it’s taking grain out of how to footage that screen that light client, provided or something like that, find being the way to do that. If it’s not built in to the software we already have is something we kinda thrive on. And we teach.

Are people from, from the first day they work here, the… If it looks like it’s not possible… Or it’s not possible with the tools you’re given, we expect you to go figure it out and find out how to do it better if there’s a way, it’s essentially problem-solving, but in a very fun way to that video is fun inherently, and finding a way to make your process is easier, better, and to create a better product. It’s fun, it’s fun to… Oh, I know you guys have to find that solution, and you’re like, “Okay there it is, right? So speaking of technology, there’s one piece of technology that if you look at in one way it’s competitor, not just for us, but maybe for all studios and it’s something very small, and it’s the iPhone or any kind of smartphone. And I know from working with clients it’s… Well, okay that’s great, you guys do that, but can I just shoot it in in a phone?

Let’s talk a little bit about maybe when that works and when it doesn’t and what you might be missing out on, when you don’t work with the professional company.

Well, so the answer to that is sometimes yes, for a lot of social media videos that are quick hitting quick turn around, even though we consider ourselves the hydraulic suit or we have the ability for incredibly quick turnaround, even if we’re shooting with our Cinema Cameras, but of course you can shoot a lot. And produce a lot of great video, especially for social campaigns or just immediate social request with your iPhone. The thing that you gotta remember is if you still wanted to be acceptable and worthwhile there’s still things to consider. There’s still the orientation for one.

I work in a right well and holding it horizontal rather than vertical, but there’s still having the phone properly, stabilized which there’s tools to do that. There’s audio specific set-ups where you can just plug in to your iPhone because audio is important, if it’s you’re in the wind, it’s shaky and no one can hear you, it’s not gonna be as effective. The there is lighting set-ups for iPhones or any type of phone, whatever.

So if you’re going to do it on a phone, I think you need to pick your spots and think about it opportunistically but also be prepared with the right amount of equipment.

Yeah, to, to do it. So it’s not just a waste, and so it’s effective on the other end of things. So an audio alone is huge. I know I’ve for volunteer stuff I’ve done, shot little videos and you think… Oh, it’s so great. And then you get it and I move in, you’re like, “Oh I can’t hear anything.

Yeah, I mean people see these you’ll see Apple put out a commercial. I know that shows these students making this incredible looking for… Do you think it’s really the iPhone?

Absolutely, the amount of pre-production and gear production and planning that actually goes into making it look like that is monnaie. Don’t see it is a… Yeah, it’s essentially is shooting a film, but just once it’s time to roll the camera it’s an iPhone. There’s so much that goes into making it look back good, right?

It’s kind of an anomaly. Those kids spend a lot of time to make that short look like that. I think John Favre was in the commercial but there’s… To make it look any sort of cinematic or even approach a professional-looking video it would take a huge amount of work. And at that point, you’re more… You should steer towards hiring for proper Cinema Cameras, professional videographers. ’cause at that point, it’s just right, it just makes sense, yeah, and the video is only as good, regardless of the equipment of the person shooting in the expertise that comes with it. And I know a question that a lot of clients have when it comes just shooting and like you said, there’s so much that goes on behind it. The actual shooting of the video is kind of like the tip of the iceberg. So let’s talk a little bit about you know when someone comes to us and says… All right, now I wanna shoot something. What goes into that planning from starting of the job? So yes, we wanna do it to actually arriving there to shoot.

What are the steps involved? Where do you start as as that producer where do I start, me?

Well, a lot of times the studio and the creative set the studio will come in in the concept phase, which is especially important because we’ve got that creative mind to help de-concept and it make it fun, make it watchable but most importantly for me as the producer, it’s to make sure it’s feasible.

Other I can actually in… Which is really important. Yeah, ’cause a lot of times we’ll get scripts that come in and while they’re incredibly creative and great, you think? Wow, this is a lot of work, this is what it costs and then they’ll say, “Okay well, let’s dial it back a little bit.

It the itinerant INGO a shoot. First of all, and we may touch on this later, but the… It’s kind of the un-scenes of video production that I try to educate people on when they say, “Oh why does it cost… That, and there’s things like, I mean simply gear prep, I’m preparing gear for a shoot a.We’ll probably spoke during a week. If we have two or three shoots, we could spend, potentially, upwards of the six hours total just prepping gear turning over here, making sure everything set up correctly ’cause it’s gears a temperamental. You could forget one small thing and just be absolutely yeah, just kind of be screwed. Honestly. You could forget headphones, and then you can’t monitor audio, and then you’ve gotta find another way is so much intricacies of gear and making sure, you’ve got what you need to show up on site prepared watching you guys at the shoot with your suit cases and all that, and getting it all out, it’s so quick, it’s like if I had to get all that out, it would take me a day and a half. But I know you guys are used to it, and it’s just it all just pops up, but I know that’s just because you’ve got the experience and you do it all the time. Well, and we’ve got the rhythm of our team that what you just described is absolutely chalked up to… Yes, we know the gear, but we know each other really well.

And Clinton, I who’s the director, Hydra studio. We always, sometimes on shoots will surprise each other because we know each other’s tend. See, so well, and we know like, we’re opening doors and we’ll just all of a sudden our hand will be out and we’ll just know. Oh, I’m grabbing that lens for you and putting the lens capitals. Like you’re an old married couple. Yeah, it’s so intuitive and strange, and sometimes we just kind of laugh at each other because It’s we’re… So on the same page, the son that’s another part of operating and conducting a successful shoot. But that’s kind of, during the production but another part of prior to the production is there is educating and helping the clients or if you’re working with an account person who’s helping the client get their video done really the right suggestions whether if a client wants to source, if there’s an sentence that talent within their company, or find people elsewhere. A lot of times hiring talent is easy. And here, in which a TA, it’s kind of inexpensive but there’s a lot of great talent here. We do it all the time and when it’s right, we will suggest let’s get an actor in there, it’ll make a big difference.

Yes it does, because having someone who’s not an actor reach scripted lines, it never is gonna come off, especially in an A teleprompter involved, no telling, ’cause most people have never read off a teleprompter in their life. And then, it might sound easy but once you start and you’re looking at it, some people just, they don’t have that ability to follow the words and read it. And we got a track back.

But then also, location scouting is hugely important for the production value and the production design of the whole things in scouting location scouting, props, wardrobe there’s so many things that you’ve got to consider prep leading up to that. But the nice thing is when a client works with us, they don’t have to worry about that or think about the gear. I think there’s that intake process right away. And typically I remember when I was that a coordinator with the client, we say, “Okay we’re gonna do this, we might have a call with you and the client and you’re hearing about everything they wanna do, and saying, Okay, that’s feasible or maybe this isn’t or here’s how we could make it feasible. And then you and your team on the back and you’re making sure you have the right here that if we need actors we’re getting them. And so even though there’s all this pre-complex stuff happening, it’s all happening on the back end and really the client doesn’t have to worry about it, right?

No, they get, they get the communication and the collaboration that makes sense for them to be a part of which is like talent scouting, or location scouting. If we bring in some auditions for for a role, what we do is we have the auditions then we set it up and we take the footage we cut it up and be their best takes and we say, “Hey here’s our additions.

We really like number three and five. We think they’d be great. Here’s why, here’s the photos of the location we’re thinking… We think this would be great. This is why, but I’m never gonna say, “Hey I just wanna let you know, we’re gonna be prepping your gear for two hours to to the shoe.

It’s the essentials that they get, and that we collaborate on rather than telling them about our gear prep or a piece of equipment we have to rent for their shoot or something. ’cause sometimes that’s part of it as well.

They are only part of the essential part of the collaboration that they need to know ’cause they shouldn’t have to worry about whether or not we’re gonna bring the right equipment, they’re not subject matter experts, on video. Our job is to show up with all the equipment ready, to go set up and then execute and that they shouldn’t even never have to worry about, whether that’s gonna be part of it or not. We have the right equipment.

Yeah, and all the shots I’ve been a part of, which has been quite a few. That’s always just flawless and it’s never something that… Yeah, like you said, it’s an issue.

So there’s a lot of steps involved in an e-on our end, but in terms of what goes into coding a video, I think a lot of clients when they decide they need a video and we talk with them and decide the direction we’re gonna head one of the early questions as well, how much is it gonna cost? And I know that there is no standard cost for a video, it’s incredibly variable but what goes into a quoting a video for a client.

So there’s a lot of things, but there’s also a lot of things we don’t bring up because it may just be over the client’s head and they’re gonna say, “I don’t know what that means. So the variables that affected most star amount of shoot days amount of Personnel required to be on site, whether we have to pay talent, pay location fees, and then the amount of deliverables and type of post-production and what’s a post-production opposed production would be the editing would be the developing and creating of motion graphics and animation and sound mixing and putting it all together into that final piece. And animation is typically always gonna be a little bit more expensive than traditional video race. It just is, it’s very time consuming for the editor to create those motion graphics, but… But there’s different layers of animation in different tiers and types and we have examples that we can always share with people to show them exactly what we’re talking about, but those factors, which is base of shoots type and amount of post-production, and then those hard costs which would be, talent, a easier music beds remoteness to a premium beat to come.

So those are the main factors that you really… That I look at when quoting a video for a client.

I think it’s pretty impressive to think even though we have a huge range of what we do, I think it’s also pretty impressive to see, we may go on site to a client’s location and interview them. Or maybe some of their customers, but with a simple interview with them and then what we call B-roll, which pre-or… I didn’t know what bureaus, but now it’s like ingrained into my blood and that’s basically just action shots of things happening because it makes a video a lot more interesting, so we might get some good clips from people talking to the camera, but then we also like to, to, to lot of El and a music bed maybe some voice-over which it’s amazing how quickly we can get auditions on that. We’ve got a really simple online vendor that we use and I bless right, and I think… And local talent yeah, local is nice, but I think sometimes including myself, used to think, “Oh we have to have someone come in and record this, and now it’s just so easy to get that in a matter of hours, so it’s really impressive to see how we can take a small amount of shooting and actually make something that’s pretty darn impressive. Yeah, and that ball that’s that supplemental footage, and supplemental assets that you also wanna have when there’s a video centered around an interview or a testimonial or something, but that’s not all there’s… So like say for doing a history or a brand video for a client, there’s so many other assets you can use historical footage historical photos client provided. That’s a good point, really up the production value of something like that. So, Brits, not the only supplemental thing… You can use to bring out the best of your video, but it’s always incredibly important to offer for that time.

And I’ve seen videos to the hydraulic studios has done where it’s no video, it’s just photos and you guys. But I’m not gonna speak with the technical terms, but a cool effect looks like a video, ’cause you’re kinda moving in moving out to go to a panning and zooming digital panning consuming. Yes, so yeah, we can… If a client maybe has only a certain budget to work with, I think you guys do a great job of making something compelling with whatever that budget is, and being compelling is so important now because let’s face it, we’ve got a lot of videos out there and a lot of people making videos and people with their iPhones and no matter what platform you’re on, Facebook, YouTube, videos or everywhere. So what are some things when we shoot for a client? I think we’re always trying to think. Okay, yes, you have this need for the specific video, but it’s nice to kinda create an inventory right of footage that we can use for future is uses.

So what are some ways that you guys, when you’re shooting something for a client, try to make it useful for a one other instances beyond that particular use?

Yeah, so a lot of time, we experience this a client requests will come in, they say, I want this video, I want this one video, here’s what I want. And they kinda have they’re just kind of dialed in on that they know that they need this, but in almost every instance, we say great, we can do that but if we plan for a little bit of extra shooting a little bit of extra production, you can stretch that video and then turn it into a 100. other things for 36-90-12 months, even longer. The shelf life of video is… So, it’s so brilliant. ’cause the quality of the shelf life is so long and you can continue to break it out, turn it into different things, whether that’s social media, videos, bumper ads. What’s a bum pre-roll pre-roll in bumper ads, are like a YouTube respectively… 15 and six second ads that you can place on YouTube, and then there’s video. So, repurpose able. And so in almost every occasion when you’re talking to a perspective client, they say… Oh yeah, that’s great and that’s easy ’cause we already have it re-done it… We’ve shot it and a lot of times we’ll plan, we’ll shoot one video and then they’ll say, “Can we make this other video to this answer is almost always yes, so yeah and it’s always either easier when we’re the ones that shot it ’cause we know we know. Oh, there’s that one scene and it was… And we always overshoot it’s very intentional, we shoot way more than is actually planned and you know the…

I may not even know we’re just over-shooting will were on-site. It’s just to have this huge big library to give them such a range for final products, later right, right, and even though we know what the deliverables are, I think our account team and you guys certainly we’ll be thinking about, Okay, what are the next three to six months look like from here? And that was… And we also know to ask those questions ’cause it’s important to obviously, we can do it and we can be flexible and create something that wasn’t anticipated later on, but if we plan for it up front, you’ve got the ability for higher quality videos and higher volume so you can spread it out over your social pages for a year before you even need to think about shooting more video right, right, let’s talk about Facebook and Instagram specifically, because that’s where a lot of these videos, ultimately go even if they’re a cut down from something else. When you’re over shooting or just plain shooting, how do you make sure you capture something that’s compelling for social media?

Well, I we always look for a… We always look for what usually ends up in those shorter social media videos is the best of the best. It’s that shot that’s gonna make someone stop scrolling.

And I see it’s ’cause you’ve only got a second or two, maybe even less so. And sometimes there’s not even a logo, but it’ll make them stop and then they hear something.

So shooting for those quick hitting social media videos were always looking for that for that EPIC or that hero shot whether that’s a shooting at at The Golden Hour. And a lot of times, I like to suggest area for that. I like to suggest or on video, ’cause even though it’s it’s more common now than it was five 10 years ago, it still makes most people stop in their tracks just to see what it ayya… And that happened to me actually just last night, I was looking at this Country Club golf course Instagram account and they had shot all this drone footage of when we had all that rain a few weeks ago, and they were just flying around the course of all the rain, but I was like, “Whoa I wasn’t even necessarily interested, but it popped up into my sponsored a sponsored post on my feed and yeah, it really did make me stop scrolling and then I went on to their page. I was looking at other stuff and drone footage, I think is another one of those things that other people have them and people who “are professionals and I know that there’s a lot of regulation that comes with that to shoot certain things. And maybe you could speak a little bit to that. And what makes us good at capturing that kind of footage for people?

Yeah, so the first thing I always tell people is, If they inquired to us though our capital drunk company, they think… Alright, these are drone guys, they come out, shoot my drone video and they’re usually pleasantly surprised when I say, “Hey we can absolutely do that, but I wanna tell you who I draw studio is and here’s why and that is we are professional videographers and editors, first and professional drone pilot, second and that’s only because we’ve been doing the traditional side of videography way longer, but we’re thinking… You can hire anybody to go out and put up a drone, and fly around something. I bring it down but the… There’s a mic. Professionalism and experience in value you get from hiring an actual videographer to do it because we’re thinking shot first, we plan our shots by batteries.

No, right before you fly. Okay, let’s plan here. Here’s the shots, we need boom, boom, boom. Once we get those shots, we should be near the end of the battery and if we are, we’ll get a little something extra but then you bring it down, you change the batteries out and you plan for your next shot list again and then, you fly up just so, you’re capitalizing. And so, videographers first, and then drone pilot, second. But another reason to go with a professional is because… Because the regulations of the FA… And I won’t go into them all because they’re kind of maddening but you have to be a pilot, right?

Oh yeah, and we have four on staff licensed pilots but flying, I always say this flying the actual copter itself is easy. It’s called a copter.

Yeah, it’s a quad copter.

But keeping up with the FAS regulations is way harder way. It was by far the hardest part of being a professional. Drone pallet once you are out there and flying it around it’s very responsive. It works of GPS assistance, unless you’re indoors. And so keeping up with the regulations, staying licensed applying and communicating with their traffic control towers to let them know where you are when you’re flying out, and there are certain places you can’t even go or especially in what our TA… Because of so many airports in the… There’s temporary flight restrictions, like if “monals doing some sort of flight test or something. Their extended no-fly zones extend even further prisons. Sometimes you can’t fly like downtown, which is A is pretty restricted, because they see the jail downtown as prison. The work release facility over on I can’t remember but over on Waterman and near St. Francis is considered a prison in the FAS. I sat you flying or in and around or flying around the arena is really restricted now so there’s a ton of restrictions and especially in which it talks tough to navigate those for you guys, you guys are all a rest on that. And not only do you know that, but you also know the right shots. And I think, like we talked about a second ago, drone footage is great for social media, I’ve seen it on the home pages of websites just kind of those really nice panoramic shots of a customers facility or business or whatever it may be having an aerial shot in any sort of video production all ways up the roots, the action value and an E, if it makes sense, we always suggest it and a lot of times, we can just add it into the production at no cost because it was…

We’re out there as you’re out there in the air, space is good to go. So, and another thing I wanna talk about dealing with the FAA and flight restrictions, and staying safe and legal. We are in contact with the local AAA office and if we ever have a question or unsure about something, we just give our guy call and he can clear it up for us. So let’s say it a client didn’t know about these regulations. ’cause some people don’t. If I didn’t work here, I don’t think I would know they can trouble if they flew or they weren’t supposed to.

Oh absolutely, that’s why we stay 100% legal and safe and unfortunately have to turn down some jobs just ’cause you legally can’t fly there and we don’t wanna put ourselves in a position to lose our licenses or lose our drone insurance.

Great, ’cause then we, you know, we turned from operators to up trying to operate illegally, which we wouldn’t do, right, so we don’t take any chances but we do work as hard as we can to figure out the restrictions and figure out a way around it. And it’s frustrating sometimes, because the FA is not great at communicating their changes or their restrictions or the rules, but we just deal with it because we wanna be operators, we wanna maintain that service offering to our clients, right?

And that’s nice assurance. I think clients know that we’re gonna follow FAA guidelines and give them great footage. I can use a lot of ways now, but before we wrap up, I know you’ve been here a while and you’ve seen a lot and you shot a lot so what has been your favorite shoot or one of your favorite shoots?

Most interesting coolest, most bizarre.

Sometimes those are the most fun most. Let me start the most first fall. It was an incredibly fun shot and we got the phenomenal brand video out of it but it was probably the toughest shot, to get through which was a which was a wet dog food factor. I knew you were gonna say that I knew it. That’s not a, “It’s not my favorite, but it’s definitely a elite Chalon. It was the most challenging.

Just because I’ve wet dog food in the Ted. Can you say what dogs food again, Tanning of the wet dog food is a noise.

It was challenging because of the… I’ll call it a Roman and that’s a very nice way to put it.

We were in this facility for two two-and-a-half days. And you just get used to it.

I did throw away some clothing after that shooting though, thank God, but we got a great video out of it.

Other than that, a favorite shoots.

So, that wasn’t your favorite. That’s just most challenging and most challenging. Yeah, and it’s a shoot. We reference a lot, we when we talk to our other video friends and say, “Oh we’re sheer and that’s when we all say…

Yeah, just ’cause it… And we will do anything, almost a… A and that’s a good point too, I think we have such a wide range and I think we also kinda specialize in those industrial shots where we’re going to a factory or and manufacturing facility, which it’s not easy to get compelling footage there, and we understand that “B2B market and we maneuver well right in those settings.

Yeah, we do… We’ve done a lot of industrial manufacturing work, there are a lot of companies who need it here in the Midwest, in Kansas, and in which is A… So we’re very well-versed in that and we kinda promote ourselves as the industrial and manufacturing of a yoga. Hers here in town, but… So I think I know my favorite shoot now. And it was for, it was probably for IQ, which was kind of a Smart Doc brand that made callers lies etcetera. And that’s a case. And your dog was that? Yeah, my dog was in it so maybe that’s why I like it so much, but you know we get to work with dogs. And it was a highly thought out conceptual these that just turned out really, really cool.

They’re overall a really cool brand, they just want an international product awards, so super fun brand, and type of client to work with.

So whether you sell dog food, you make dog products, you’re in an industrial company or Reiter. We cover it all, we do it all, and people are always in good hands with hydraulic studios. So thank you for speaking with us today. Any last lots words of wisdom.

I would say when considering video production leave it don’t, if you have no idea what you’re doing and you have no idea what questions to ask that’s okay just make the call. ’cause I have so many instances where people call and say, Well I think, here’s what I want, this is what… And then it ends up… Well, I don’t really know what I’m doing and that’s okay. Yeah, I, I can absolutely kick it off for you and pull out all that information that you may not even know you need about your video needs. Just call me and I will get you started” and can get you on your way to great video and photo production. And it doesn’t matter if people are in much art right, we’ll travel we have no… We travel everywhere we’re going to Ohio in a couple weeks and then we’re going to California a couple weeks after that, so we’re all over and we’re not restricted to the Midwest region, so well, thank you Peter appreciate it and hydraulic studio dot com, that’s where people can find you and your number, yes alright, awesome, thanks for listening to another episode of Marketing. Made Easy, players and marketing.

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Welcome to another episode of Marketing Made Easy by… RSM-marketing, I’m your host, Ryan Clem and today we’re talking to executive producer of hydraulic studios. Peter Espinoza, he’s been here a while, he’s seen a lot and has a lot of good guidance and... Welcome to another episode of Marketing Made Easy by… RSM-marketing, I’m your host, Ryan Clem and today we’re talking to executive producer of hydraulic studios. Peter Espinoza, he’s been here a while, he’s seen a lot and has a lot of good guidance and feedback for any client wanting to shoot a video. He talks […] RSM Connect 37:18
Tips for Finding a Digital Marketing Company That is Right For Your Business Tue, 24 Sep 2019 20:40:03 +0000 0 <p>Welcome to another episode of the RSM Marketing podcast, I’m your host, Ryan club, and today we’re talking to you Scott, Shaper, the president of the KC market and Ashley Robinson the social media team lead on tips for finding a digital marketing company, that’s right for your business. Let’s listen it welcome Ashley and […]</p> <p>The post <a rel="nofollow" href="">Tips for Finding a Digital Marketing Company That is Right For Your Business</a> appeared first on <a rel="nofollow" href="">RSM Connect</a>.</p> Welcome to another episode of the RSM Marketing podcast, I’m your host, Ryan club, and today we’re talking to you Scott, Shaper, the president of the KC market and Ashley Robinson the social media team lead on tips for finding a digital marketing company, that’s right for your business. Let’s listen it welcome Ashley and Scott, thank you for joining us today today. We’re gonna talk about something that is a huge hot topic I feel like in the industry, and that is digital marketing, so we’re gonna cover how we can help clients and potential clients find the right agency for them when they’re looking for a digital marketing agency.

So, let’s kick it off with talking about our team.

Got… You’re the president of the team newly-named lead generation and Ashley as the lead of the social media team. I know that you’re a big asset on the team as well, so let’s talk a little bit about what the team does and what are the capabilities, it… Yeah, so thanks for having me.

So the Legion team at RM really consists of what we used to call the brand engagement team, which was something that we did and we decided to focus on what we bring as a result of all those efforts. So all the capabilities, start with search PPC social media, any kind of digital ad or pay-per-impression? And then a content marketing so that could be blogging or service content or content in any digital platform.

His “altay gen departments. I catch everything as…

Yeah, I think you got it all.

So, what kind of clients do we work with and what kind of work we do, for them?

Yeah, so frequently clients will come to us with one or two particular needs and so I think traditionally they come with something that they’re really hurting with and that could be just generating additional sales on their website, so sometimes they feel like their website needs attention, sometimes they want an ad campaign, because something happened, they got a cut on in male one of their colleges told them about something and they don’t know where to get started. Because there’s a lot you can do, and so they wanna do the right thing, with their dollars, and so they’ll come to us with questions, and then we’ll go from there, and so it could be a full-envelop Al services. Sometimes it’s just, we need help with our social for example, we can jump in and just do that.

And I think it’s smart. I know the transition to repositioning the team, to lead gen is a recent one. I think it’s a smart one because, like you mentioned clients are focused on that end goal.

I want more of this, I want where that… I think we’re beyond that period of time when people were saying, “Oh what social… I just need help getting stuff on my page and now it’s like, Okay, social is a place where I can see business happening and they want leads and they need to see a certain amount of sales increase in… So it sounds like clients nowadays are coming to us probably with the specific goal in mind right of what they want.

Well, in, in especially with social you hit it right there because clients will come to us with sales goals or with different metrics or engagement goals on social media and it really is leveraging those new tools such as straight booking online with one click buttons to where you could book a consultation, or an oil change, etcetera. Just through a Facebook page.

And so it’s not so much just getting the content out there, like you said, but it’s also leveraging that content to collect leads collect sales big e-commerce platforms are really utilizing social media, where consumers are already scrolling and looking for content and then they come across an ad or they come across something that fits their need set, or their wants and then they click and then they get it.

And more than anything in the digital space, we are all consumers of it, day in, day out, and I’m sure clients come to us and say, I, I saw this or I wanna do this. And so, there’s probably just a ton of stuff. When we are talking to potential client or onboarding someone they’re already probably bringing ideas to the table of campaigns they wanna try.

Is that true, do you find that?

I would say so, yeah. And our team internally, we do a lot of research too, to see different market trends, or different video tricks and tips that we can use.

And so we kinda asked the client you what are some of your options that you’re looking for, what are some of your ideas and let’s collaborate together with some of the industry knowledge and expertise that we bring to the table as well.

So in my mind I always kind of buck at digital and I think our team does as well. We’ve got PPC we’ve got search, we’ve got social and we all know Google is a huge mammoth in the digital space, and here an RSM. We’ve been a Google partner for a long period of time, and one of the only certified Google partners in the region for those who aren’t familiar with what it means to be a partner. So can you explain what that Google partnership means? And the tails for us, as an agency yeah, a Google partnership allows us to have a little bit more in-depth in contact with Google on behalf of our clients and the requirements to become such a partner are fairly stringent. There’s gotta be a certain number of Google-certified service individuals inside the firm and that could be a long a number of different kind of use channels, so with PPC or SEO, some very technical kind of alignments knowledge-wise are required, but once you become a partner, you get account management and you get a certain kind of amount of audience with Google internally.

So it really gives us a leg up because we can reach right out to our Google kind of rep and ask him questions on our clients behalf.

Help us, fix problems.

There’s a lot of search problems that happen.

We’re able to intervene much more quickly than say another firm that can just be a… Maybe open a ticket or just research… Research, research, we have a little bit more access, which gives us a leg up, I think.

Right, right, that’s huge. And I think everyone knows how big Google is. So the fact that we’ve kind of got that year in that back door, makes us a great partner that way. What would you say, looking looking at Google specifically, What are clients looking for with whatever goals they may have what are they wanting to achieve with Google, whether that be an optimized Google My Business page search campaigns, what do you see?

Yeah, a good question, Google is so big. And so, it penetrates so much of the digital space for a particular client, but I’ve had clients say so many as for so many things like I see our competitors show up when I type in this. Can we get there to or how did they get reviews in terms of those star ratings? Right on the search page, we don’t have that. And so, like I said, we’re consumers of the digital space ourselves, so clients come out to us with those ideas, or those needs, they’re looking for engagements across right on the search page, they would like as a teenage my business. The map listings corrected perfectly accurate. They noticed when they speak of into their phones, their service near me, they wanna hear their result come up, so I think they’re realizing that their consumers, their customers, their prospects or the general market is doing those very same things that they do every day, and they wanna be a part of it. And so that’s where the phone rings or we get emails with those questions.

Eat right. So looking at Google and the other services that we provide on the digital scape how can we advise people who are looking for a digital partner? What tips would you both have for someone who’s trying to find the right partner? ’cause I know a lot of times when we get someone that we’re talking to as a potential client, we wanna make sure we’re the right fit for them as well, so how can we help guide people who are trying to find a good digital partner?

I would say in one of the biggest things when a company is looking for a partner, is that to remember it is a true partnership. So we work in conjunction with each other, we have common goals, we communicate regularly and that’s the difference between what I’ve seen at other experiences in ARs and marketing, is that the teams here truly care about the clients and we are in for their best interest, and their best needs. And so when a client or a company is looking for someone to partner with, do they wanna find someone where they won’t get that personalized attention, or where they might feel like just a number or just an e-their client, or do they wanna find someone that they can build a long-lasting relationship with for years and be able to go back and say, “Oh when we did this three years ago, this was our results. And you guys are still there with us, and so you’ve grown with us the whole time.

That’s one of the biggest tips I would give any business out there is when you’re looking, when you speak with those representatives from the businesses that you’re potentially thinking to partner with really kind of gauge is this someone that we’re gonna have a true partnership with, and we feel like a team rather than we feel like we’re directing them or they’re directing us in different directions.

So more than a vendor.

The Stephen R, right? And there are so many I feel like, especially in the digital space, freelancers out there, and I don’t know why I put co-marks around that, that they are real answers. You can’t see that in the podcast recording.

But the difference, probably between working with a freelancer and RSM is like you mentioned before, at least with Google, we’ve got a solid relationship with them, we’ve got a big team, we have 40 specialists, here in the digital team, especially it is very well-versed and different platforms. How would you say, or if people who are considering a digital agency, let’s be real. They’re probably also considering a freelancer here, a freelance are there, how can they best make that decision, what’s what do we bring? The freelancer may not bring or maybe a freelance or may bring something that we don’t.

I like to offer. There’s a cohesion of our personnel here we have so many experts that are very good at providing in their area, so great content providers are going to pass their content over to the social team, so because you really wanna reinforce on as many channels as possible a particular message for a client and I you get a cohesiveness from a kind of on one particular idea or one particular client message you get a cohesion between what shows up and search what shows up in blog what shows up an email, what social shows up in social in that level of integration, you’re not gonna get with a freelancer, a free Lancer is kind of be an expert in one or two things, but not an expert in six or A… And that is, there’s nothing against them, they’re obviously really needed and provide a great service but when it comes to that full basket of services, they’re not gonna be able to compete in that way.

Right, right, and I think that’s a great way to position it is thinking about find the client. What am I looking for? Because some clients do want to, maybe they want to manage at all, or maybe there’s a piece that they just want to kick off. And I think actually what you said is a great tip for clients to remember too is do I wanna partner do I want to kick off this one piece of my business or do I really want someone who’s gonna talk to me about, what does this look like from, you know, 10-000 feet above and you know what you said. So, the integration factor, right? So I kinda… When I think about arm, it’s almost like a nice little assembly line, right?

It starts here starts with copy then it starts with this and then it does make its way to a team who knows how to set up the ads who knows how to optimize them. And if we could talk, maybe just a little bit about the process or… So let’s say I’m a new client and I get onboarded what is that gonna look like after we sign a contract?

Yeah, so once, let’s say, we inherit a website that is already looking really good and so we’re gonna take that and begin applying the brand engagement tools that we have to create more leads.

So there’s an ideation that happens with the client and this is an ongoing process but let’s say from a logging perspective, we can create three or four different blog concepts draw them out into a larger position on the web, on the client domain, and then deliver those to the social team for them to tease out or an idea on a smaller Linked In piece or link back to the blog and then follow those up with social items so that when somebody interacts with a brand on a social platform, and then they end up on that person’s website sometime in the future. There’s a familiarity of brand, there’s a familiarity of voice and concept already there.

And also I would say when we’re first gen, I started with the client, we really focus on what their goals are, or what that piece is. So Scott said… Maybe their website is great already, and we’re gonna start from that base and go on to other components. Maybe they don’t have a website. So we start with what are the search terms that people are gonna be searching for and let’s put those on your website through copy, let’s get some great graphical images have our team work on those, and those all correlate with the social and with the digital presence and ads because you have to have a set BRAND set of colors, and fun and all those different things that correlate with the tone and the voice and the messaging and that’s what RSM can really bring to you because we have those teams internally who work together, who create those brand sets together. Maybe you have one already and we’re gonna amp it up.

And so that’s a really big component of where we start off with. We say, “Here’s our 30-day outlook, what do we wanna accomplish in these First 30 days?

What’s our biggest goal, what’s our WIN, What’s our success and then let’s look what that looks like in 60 days, and 90 days. Let’s make benchmarks and work with one team at a time, or have multiple teams correlating because there’s a lot of moving pieces and you cannot and shouldn’t do them all at once. You should pick the most importance to set up that base factor for success and then move forward with that outward messaging, the ads, the social pieces, the content that gets posted for the consumers, after all that background work has been completed and it’s ready to go for the consumer’s eyes.

I love that. So I think that’s a good thing for people listening to this to remember is we’re gonna start by asking the question, “What’s your role?

And maybe they don’t know, and we can help them figure that out as well, and no matter what we set up or structure for them I think it’s also good to mention that we can build out a scope of work that fits into our outsource marketing department, which I know that your team sometimes maybe has a relationship with a client who all they do with us is digital.

Can we talk a bit for a second, about how, what the lead gen team does fits into our outsource marketing department?

Yeah, so I think the space marketing department gives us the ability to offer so many different, so many different personalities in terms of all marketing disciplines, where digital fits into that mix really well. The client then has the flexibility to kind of treat us like ask us for anything and we can figure out how to get that done within the same budget every month or every quarter or whatever. It’s part of the… It’s part of the philosophy of… We wanna meet you where you are.

And so the budget really comes down to How can we use that budget to achieve your goals and that really is a discovery process up front, and every budget is different.

I we have so many options in the old model, to a craft a strategy that is budget-friendly with larger budgets medium-sized budgets, or budgets that fluctuate based on client seasonality and it’s just about a learning process that goes with every single engagement that I think makes us unique in that way.

Yup, it’s not flat monthly fee, but that monthly fee could could change great and that’s good for clients to know. I’ve been on the other side of not working an agency and being the client and wondering what “Canty affords I work with someone who specializes in search, correct? And I think over the years I learned that that we’re willing to like you guys said me, people where they’re at as we wind down here, especially since I have two experts in the room, I’d love to talk about the opportunities with digital. What are those opportunities lingering out there, whether it be Facebook or Google, and how can we help clients capitalize on them?

I would say one of the biggest opportunities for clients, especially in the e-commerce section is gonna be that one click online purchasing, having that complete brand set online using Instagram ads, Instagram Shop Facebook shops, a book. Now button on Facebook where you can have an instant calendar invite and reminders set up. A lot of companies are not on the leading edge of those tools, but that’s why we have a team here who researches and who watches those different tips and tricks that come out in the market place, we see what’s working for others, we see how it could be improved for others, maybe they’re trying to do it and we can find a better way to accomplish those goals. And so I would say some of those leading factors is really just watching how social is changing the way that consumers purchase products, it’s also changing the way how consumers use mobile devices more than computers. Is your website mobile optimized, how do your ads look on mobile? Is the text gonna be intriguing? And so those are a lot of things that our team brings to the table in some of those new trends is watching for those and being able to set those up when a client comes and says, “Hey I’ve seen this or I’ve heard about this. Have you guys worked with that? And more than likely we have…

I would say that trend for businesses coming up or right now should be the ability strategically to know where your dollars being spent and is that the most optimized way to spend that? How can I utilize these dollars better?

There is so much data when it comes to digital, that it just should not be acceptable to any business to hear something like, Yes, this is a branding, it’s not really an ROI type strategy because every dollar should be really the service provider should be able should be just such a good steward of that money and so being able to prove out how those dollars are coming back to you and the ability to measure and adjust on a monthly or a quarterly basis, is really critical in the consumers in terms of our clients businesses are demanding that ROI equation and they’re asking those questions a lot more now, and I think that that’s just going to get more and more like part of the Client vernacular is How do I see this money coming back to our business and can we optimize that in the other way? Yeah, what’s that arise you… Yeah, that makes sense. So any challenges that are coming up or that we’re dealing with now, that we help clients see their way through on the search side of Google is just this summer. Had a massive update. And so the fact that we can pay attention to those who prepare our client data reporting, so that they know that there could be a dip in search results, and here’s why.

So paying attention to why Google is doing the things they are in this particular instance, they went after a swath of industries that when a consumer acted upon these search results, they could stand to spend a lot of money and so think of furniture results gambling healthcare, these are items that consumers can part ways with a lot of money, and so Google is taking that responsibility very seriously, because they’re cueing up what they see as “Hey our top 10 search results should be the best for the consumer, and so they’re really using content and user intent to determine… We don’t wanna lead our customers astray. So Google has shifted the way it does those searches, and so it’s really important if our clients fall into one of those industries, that they know that we’re ready with them when that update happens.

Right? Right, and I think that’s gonna be the case, whether it’s tomorrow or five years. So, we know Google is always changing, we know Facebook’s always changing, and they don’t send out a pretty little email telling everyone exactly what’s gonna happen. And often times I… It’s Ashley and it’s your team in the trenches. Like, okay, things are changing.

We need to let our clients know how to handle that. And even with everything Google, I know we talked as an agency, a few weeks ago about how Gold doesn’t want people to go to the website. They want them to stay right there. And that’s why it’s important to think about what people are seeing when they search for you. And I think it’s good to know that our team is continually being students of the digital space and what’s happening there.

And I think the main takeaway from today’s conversation in terms of tips for clients, trying to find our marketing agency and you guys let me know if you’re hearing this differently, but is for people to think about, do I wanna partner I wanna end or do I want to learn, where do I want to lead because some clients, they do wanna own that and maybe we would not be the best partner for them because we’re gonna be hands-on deck with that strategy and the new things that they can take advantage of, they need to think about is their potential vendor going to ask about their goals because that’s important if you’re talking to someone who’s not asking about your goals, I’d say that’s probably a red flag, right?

And then lastly, thinking about that ROI, even if it’s branding, we still need to coming back to what’s the return. Maybe it’s not a monetary return but there always has to be a return.

So anything else before we close this down, that you would encourage people to think about when looking at different digital vendors, or partners?

I would just challenge each one of you listening today, to find maybe three different firms that do something similar to what we do kinda look through some of their testimonials, look through, why people chose them and see if that aligns with why you would wanna choose them as well, we have a lot of great client feedback to where if something worked or something didn’t work, we can work one-on-one with that person to say, Okay, well, what can we do to make it better or… Thank you, we’re really glad to hear about your experience. And so that would be my number one challenge for all of you listening, is to go and look for yourself, and seeing if you can find that kind of connection, and if not, definitely give us a call.

So you enter it gets… Yeah, I-E, I would say I’m really proud of our data what we’ve done for our clients. And I love showing it off.

So I would say, “Can you guys show me some success, not just in terms of imagery, and going just websites, but in terms of real hard data, we pay attention to every lead that comes in, we take every client reputation that we hold in our hands, we take that as a personal responsibility into your market. And so dig deep into asking data questions, and don’t… I wouldn’t settle for kind of surface answers show me some graphs show me what you’ve done in the last one year, three-year four months, whatever it is, for clients in our industry, those are really important questions that should be… They should have really ready, ready answers and stuff, to show.

And that’s not just because you’re from the show. Me State right correct.

Alright, well, Scott and Ashley, thank you guys so much, I appreciate it, and thank you to everyone listening.

Thanks for listening to another episode of The ran marketing podcast. If you have questions or comments or ideas for future topics, just go to RSM, connect dot com and fill out the contact for.

The post Tips for Finding a Digital Marketing Company That is Right For Your Business appeared first on RSM Connect.

Welcome to another episode of the RSM Marketing podcast, I’m your host, Ryan club, and today we’re talking to you Scott, Shaper, the president of the KC market and Ashley Robinson the social media team lead on tips for finding a digital marketing compa... Welcome to another episode of the RSM Marketing podcast, I’m your host, Ryan club, and today we’re talking to you Scott, Shaper, the president of the KC market and Ashley Robinson the social media team lead on tips for finding a digital marketing company, that’s right for your business. Let’s listen it welcome Ashley and […] RSM Connect 25:40
Podcast: How do large companies use an OMD? Mon, 11 Feb 2019 16:44:48 +0000 0 <p>Episode 5 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? How do you keep the momentum going? […]</p> <p>The post <a rel="nofollow" href="">Podcast: How do large companies use an OMD?</a> appeared first on <a rel="nofollow" href="">RSM Connect</a>.</p> Episode 5

In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? How do you keep the momentum going? When to scale up and when to hunker down? Listen in as Ryan and Bruce talk about setting your OMD up for success, past experiences in OMD success and how to get the highest value from your OMD.


Welcome everyone to the Outsource Marketing Podcast, I’m your host, Ryan gates if you’re new, thanks for joining us, and if you’re returning, then welcome back. Today we’re back with Mike Snider to talk about how large companies use OMD or outsource marketing.

Mike is the co-founder of RSM Marketing Services in Wichita, Kansas, an entrepreneurial company specializing in outsourced marketing with clients across North America. Today we talked about a number of things including systems theory, franchising, and how an OMD works in lieu of an FTE, full-time employee for large companies.

Let’s listen in…

So, Mike, thank you very much for joining me today as we talk about how OMDs work in larger companies.

So in a larger company, that’s dominated by FTEs, full-time employees does the OMD fit best in lieu of full-time employee or is an outsource division more specific to a project? How does that look?

I think that’s a great question and I think that it gets more complicated when you’re inside of a larger company. Now, a larger company has a couple of definitions. First of all, it can certainly be size. Let’s say it’s absolutely it’s a 50 million company, 100 million manufacturing or distribution concern, it can be a number of employees, hundreds of employees can also be markets. We’re all across country, International. It can also indicate marketing support, the in-house team. So size, just to be clear of an outsourced larger client considering an outsourced marketing department in support. You may consider yourself small but you might require a large marketing team, because of what you do in which case, the question really is, is do you require in-house support because of your size.

I guess what I’m asking is, let’s talk about the company, where we’re talking about size of employees. Size, scalability, I think in revenue and market share we can, I think that makes a lot of sense… Actually, at that OMD plays in that market. It’s understanding we’re a large company with a lot of full-time employees that are dominating how that structure looks like. How does an OMD work in that setting?

Okay, so I think that’s a fair question is, is generalized, it down to… Hey, we’re sizable enough of an enterprise here, we’ve got three, four, five, even 10 maybe marketing folks in-house. So in the old days, it used to be… I’ve got my webmaster. Maybe he or she knows a little bit about SEO, maybe they know a little bit about SEM, maybe they are also a technical writer. Or I’ve got my web person, my graphic designer, and my copywriter, but the copywriter is really a technical manual copyrighter. There are technical copywriters. But in our outsource marketing department, we typically have 11 FTES okay? And a lot of those FTEs, most of those FTEs.. Really.. Maybe two of them do what the in-house team does. We certainly have web designers, we certainly have graphic designers and copywriters. But our copywriters are gonna be focusing on probably non-technical things. So the way that we would typically integrate is, think of the word complement. We would complement the internal team of that larger company to do the things very well that they probably either one are doing, or two aren’t doing very well. So, I mean do you see it as a… So in that setting, I… Where it’s okay. We’re in a complement that team to pick up the work generally across the board helping an competing helping and graphic design, helping and strategy and tactics. Or is it much more than MD is? Okay, within our general marketing… We have a project we have a specific division that we’re talking about, and that’s the place where you wanna outsource the marketing to.

So let’s go through a couple of real world examples to help.

Great, okay, so for instance, a recent example.

And it’s really kind of scary once you have knowledge.

So these large companies and even small companies with a couple of SKUs or maybe even 50 SKUs, right?

If you do the SEO analysis, and I’m gonna be tossing around some technical terms here because it does get a little tactical when you start about how are we going to augment fitted with an in-house team with our outsource team.

So again, they’ve got a copywriter but that copywriters full up to her years and a product catalogs, and manuals and all kinds of sales support.

Okay, fine, what about the 200 long tail searches that are recurring at the volume of tens of thousands of a month for the products that they sell.

Sure, they’re not showing up in most of those searches because we need to write copy relevant to those long tails first terms. Oh, but haven’t confused anybody, okay. I call it “death by being pack to death by a 100 chickens. But you gotta go though that process to win being held SEO hostage here, I kind of… And they’re not doing a lot of companies aren’t addressing that opportunity that’s just one opportunity to the quick opportunities.

Yeah, “Oh hey, we have a new distribution partner. Problem is, they want us to do 3-60 videos or videos or even 360 photography on all of our products, we’ve got 100 products and we need those done, in three months there. They have no videographer on staff right or they were using a little… For the answer.

And we have a whole in-house team that is industrial manufacturing and commercial focused, we take the products we get those things done, they hit their schedules, they have a successful new partner channel partner launch, so it just to help me clarify. I’m at a large company and I’m here in what you’re talking about, What’s the differentiation than between how I would picture a typical advertising agency to step in and help my large company versus how an outsource market, department would step in, help my company.

Well, okay this the two answers to that. Typically, first of all, in the ad agency many times, does not have all of the resources they just don’t…

I’m the… A lot of times, no ad agencies traditionally. And I was CEO one, so I know they’re focused on verticals.

Okay, okay, so… And maybe they’re really qualified in the food vertical or the aviation vertical, so we have hundreds of clients, so goes a coast, our vertical is the entrepreneurial spirit, we we support entrepreneurial-minded companies. So in the all kinds… And so, finding somebody who specializes in a vertical it can be expensive it can take a long time, it can also be very expensive. We tend to build our OMD subscriptions on a good value, level and then we pivot when necessary.

The second thing is ad agencies. Having been a CEO of one, they just don’t move very fast. It’s hard to get all the machinery that wasn’t born to move fast spins and execute pivot, and we were built that way, because from the get go eight years ago we dedicated ourselves to serving entrepreneur-minded companies that say, “Hey there’s an opportunity in the market or we like that idea. How do we get that going now, versus… Yes, but then on the agenda next year ’cause we’re doing a brand study for a year and we SIMA research, Benita six months. Those things are good, but typically, for middle market companies, we have to move faster, we’re built for serving companies of all of all industries quickly at a cost-efficient in-house.

So service like… So talking about complementing and everything, you’re speaking about here is MD is the more hands-on process then in a company like that.

Well, that’s fascinating, and I love that answer, because yes, whether it’s a small… And for a large OMD we typically have a tempo and that’s meeting with them every week in so and meeting with them can mean like we just did with another client sitting in with this VP of Sales and the CEO sitting in a meeting with them, and listening and giving strategic guidance back and forth, followed by meeting a couple of days later with the marketing team itself talking about tactical anti-competitive search engine marketing campaigns so you can go from strategic down to tactical very quickly, even involving a at the leadership versus the everyday marketing team and helping to tie and support. ’cause really, very rarely I want that company only has so much I can budget and resource for an in-house and an outhouse team.

Okay, so you look at your key resources that you gotta have an out-In-house team.

And I got… Look at flipping whatever it is for 5-600 a month to an outsource team that can pivot and provide a lot of the opportunist to gain strategic resourcing that you just can’t afford to have on staff.

I also I… We’ve talked a little bit in the past about franchising and the French thing is always near and dear to my heart, it’s the world that I come from, so I… How does… How does the OMB fit into a large corporation and that’s a franchise or… And vice versa, if you are a franchise, so you are a small mom-and-pop business but you are part of a much larger corporation.

Well, thank you, asking that question. That’s a slightly different animal, isn’t it?

Oh, absolutely, now you got two sides to the franchise story. Yeah, so you got the franchise.

So on the franchisee and the answer’s difference.

So first of all, the franchise or tends to act in a like a large MD or get large company, whether or…

Okay, we started with one 37 stores now they’re up to 300 the right so you know you grow together. So with… So what the large franchise or were very good starting all the way with the brand to audience identifications really embracing the value and the tone personality of the brand executing grand TV all the way down to all your pop-in store to even doing your consumer research rabbit design for all the materials and fielding everything out and staying ahead. Going to the annual meetings with the franchise, actually being the outsourced chief marketing officer, giving the speeches to the franchisees, we have been… That embedded with a large franchise that grew very rapidly on the other side with franchisees, with the larger franchisees. You can also have an MD, relationship where you’re doing all of their community relations, you doing all of their community periodical ads. Are you doing the local search engine marketing, and of course, a large MBE the franchise or I might also want some of that tactical support. It just looks a lot different.

Talk to me a little bit about the institutional memory in OMD partnership for the company like this.

You know, I have to say this surprised us, I know ’cause we’re only eight years old, and so that’s not a lot of time in the world marketing and company history, but it’s fascinating because MDs with our company tend to be very sticky the…

I just believe go away, and some people in their careers change.

Yeah, sometimes, in some companies, you may only have re-marketing lead last two years.

And so, you know, so we’re the ones who are always there.

No, and I’m talking large companies, especially large companies. Yeah, people come and they go and they come and they go and they come and they go, and the CEOS don’t necessarily… Or the head shed, they perhaps have more sticky factor”Sure, or they come and go, too. And here what it is, getting recognized as… Thank God there’s somebody with the historical is members.

Yeah, right, so what do we do four years ago with that whatever. Oh yeah, we know.

So we’ve got…

So here… Yeah, not that. So final question, with a larger company that doesn’t utilize a partner like an MD what is potentially being sacrificed?

Well, you know, this is maybe the most important question of the whole interview, you know? So I save it for last, man.

Well, I and I, a good now. Okay, let’s get a little academic. Here’s ways to get things done in the world. And according to systems theory, there’s open systems in closed systems, closed systems are the old… We knew everything we go, Santa at.

Yeah, we don’t need any help right in… No, no ideas outside of that system or that company, think of a company as a system versus an open system which is a wow we embrace the idea that three people make a genius, which is statistically proven Harvard Business Review, a story on it, take any three random people off the street, they can pass the men’s a test, and they don’t know each other, right, but they can work together.

So what we find over and over again is peanut butter and chocolate, or whatever you wanna call it, in and Yang. You take an internal team and you get some outside soul, the pepper and… And the flavoring goes way up. And some very interesting, surprising things happen that change the wherewithal. We see it over and over again. I’m talking real financial breakthroughs based on simple ideas, whether this branding or tactical and execution with the channel, direct to consumer new product development. You name it. That would not have happened in a closed system, or not. We do, we have warrants been here for 30 years. He’s got it, yeah, it’s nothing wrong with Warren, right?

Or doesn’t know at all. And no company knows at all because the market and technologies and the science of marketing is changing so rapidly. It takes a team.

Well, sharing warrant, gets his blinders on as well, I love this idea of three people. Make a genius. So, Mike, thank you very much for talk is today, I always enjoy it much. Appreciate you on thanks for listening to another episode of the outsource market department, podcast, your source for all things OMD if you have questions over the topics covered today, or suggestions for a future topic follow the link in the description of this episode.

I’m Ryan gates and I’ll see you next time.




The post Podcast: How do large companies use an OMD? appeared first on RSM Connect.

Episode 5 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? Episode 5 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? How do you keep the momentum going? […] RSM Connect 14:37
Podcast: How to Get the Most Out of Your OMD Tue, 22 Jan 2019 14:29:39 +0000 0 <p>Episode 4 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? How do you keep the momentum going? […]</p> <p>The post <a rel="nofollow" href="">Podcast: How to Get the Most Out of Your OMD</a> appeared first on <a rel="nofollow" href="">RSM Connect</a>.</p> Episode 4

In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? How do you keep the momentum going? When to scale up and when to hunker down? Listen in as Ryan and Bruce talk about setting your OMD up for success, past experiences in OMD success and how to get the highest value from your OMD.


Welcome everyone to the outsource marketing department podcast, I’m your host, Ryan gates. If you’re new, thanks for joining us and if you’re returning, then welcome back. Today we’re back with Bruce rally to talk about how to get the most out of your OMD or outsource marketing department.

Bruce is the co-founder of RSM marketing services in with an entrepreneurial company specializing in outsourced marketing with clients across North America. Let’s listen in…

So Bruce welcome back, it’s fun to be talking with you again.

Thanks, Ryan always good to join you here in Guantanamo again.

Now, we were just talking about, it’s flu season, it’s cold season and the ability to go and attack things early. So I wanna take that and flip it and talk about an OMD. What are some of the key things that you can do early on, day one to make that OMD start working for you right away?

Well, some of it is just really basic blocking, tackling. Lots of clients that we work with we may spend two or three weeks just going back and forth, getting passwords and logins and things like that. And I think it is important to work quickly right up front to make sure that we have all the tools that we need to be able to do the absolute best work that we can right out the gate for you that’s point number one, and then what number two is a having to sit down, what we call a kick off, and in the kick-off is it’s really a discussion about what does success look like. That’s really the way I like to phrase it to clients instead of, what are our… We could say what our key objectives or anything like that, but really I just wanna be able to have somebody paying a much broader picture for us of six months, nine months, 24 months down the line, we’re sitting here. What does success look like at that time?

Sure, I have to manage it is also, it’s good to be able to figure out some immediate successes, and I would just say, Okay, we’re gonna turn this faucet on, and all of our marketing woes, are solve

Absolutely getting quick wins, up front looking for the low-hanging fruit is really important. It’s of course not just important for us to be able to justify our value right away, but I think it also builds confidence throughout the client’s organization that, whether it’s through their operations people, their salespeople, if they have marketing folks, their marketing people can see right away that we’re a force for good and right away, we’re able to deliver them all some quick wins. It’s amazing how that put some wind at your back. Right away.

Absolutely. Well you gotta take a certain bite to eat an elephant, right? What waas it… How do you eat an elephant?

One bite at a time.

Well, in lots of our client’s design we have a massive amount of a range of tactics that we can do, and one of the things that been driving the outsource marketing department concept is the fact that there are new tactics coming out every month. And I, I would say every year, there’s at least two or three new tactics that are not even cutting edge, that they are becoming cost of entry. The kind of stuff that you have to do, you can’t ignore. And so what that means for a lot of clients is when they first show up in our program, they have a long list and everybody wants that hole is to be done in the first three weeks. But often times what we have to do in the beginning is sit down and talk to… Okay, let’s talk about some of the quick wins but let’s also talk about the building a strong marketing Foundation that then allows us to take advantage of all these tactics, rather than just running around willy-nilly and just deploying those tactics. Let’s make sure we have a singular strategy. Let’s make sure we have a clear funnel. Let’s make sure that we have a great platform in the form of a website that converts.

Yeah, and this comes back to what you were just saying about what does success look like to you? Let’s establish what success looks like. Let’s talk about that from a strategic standpoint and then use tactics, to go through and implement it.

So you’ve had a lot of OMD relationships over time, what are some of the key factors that you have seen? Give me three key factors that have lent themselves to successful OMD relationships.

Well, there’s a combination of them. One thing is I would say fearlessness and clarity are really important. So by that, don’t be afraid to admit what you don’t know, don’t be afraid to share what you do and make sure that we are as open as we can with each other from the beginning, about what we know, what we don’t know and what we don’t know, we don’t know which is often the scariest part. So if we can get things started really clearly like that, that leads to the best kind of relationships where we’re able to have very valuable clear conversations that can immediately turn into tactical plans that can be executed and when the client is very clear on that. As well, they can then take that back into their organization and make sure that all the aspects of their organization that have to plug into this plan are clear about it as well, because oftentimes, the work that we do, it plugs into their customer service, it plugs into their product and production, it plugs into their finance organization and their sales organization. Many different parts of the client’s organizations have to have a clear understanding and buy-in of what we’re trying to do in order to truly maximize the effectiveness of marketing.

Sure, yeah, and talking about clarity, absolutely conversation leads to that clarity. But as an inbound client. I wanna make sure that I’m utilizing my time. Well, I’m paying for time as I’m outsourcing so I wanna make sure that I have meetings that are substantial that aren’t just conversation, I wanna have things that take actions, ’cause how often am I meeting in an OMD what does that look like?

No, great question. So action is one of our fundamental values, that RSM. Candor action and curiosity. And they really feed each other. So action is key. Just yesterday, I was in a cosmetic with a new client, and what we laid out in that meeting was, “Here’s what you bought off on “Here’s what we understand your vision is, here’s what we believe future success will look like. And then that led immediately into a recommendation of what our 30-day the plan is, and immediately tied to that. What are some of the 30-day when… So as not with, “I can expect to achieve over the next 30 days, now time will tell because the very next step with that client was, Okay, now you need to give us all of we need digital assets, your logo, we need logins to social media and your website and all that kind of stuff. And I have a great feeling about this client, because at 8 o’clock this morning that client was back to us with everything we need, and I gotta tell you, our team loves that when they feel that the client is running as fast as they wanna run. Man, that’s when it really, really works.

So talking about this communication and gaining a client involved, who on the client side in these successful relationships of OMD you’ve seen the past who is that point of contact is it, is it a singular person, is it a head of marketing, is it an entire group? Obviously, it’s gonna very client the client, but what do you… What have you seen that’s had those successes?

Well, one of the things we try to avoid is a tragedy of the commons it, so you have to have a person who is responsible. So we always understand who that is on the client side. So that could be the owner, it could be a director of sales, it could be a director of marketing. Actually for one of our clients, it’s their CFO, so which I find fascinating and I love working with that client because they have such a… Because the relationship on their side is driven by the CFO, with very clear understanding of financially, what does success look like, what are the margins on various products or services that we are choosing to market or not, based on insight from the CFO. On our side, we have an account or a marketing director, assigned to every single client, and so, that marketing director well-assisted by a marketing coordinator and more than two dozen other team members here in many cases, that marketing director is the key point of contact for that client.

So are there parts of an MD as we talk about strategic and tactical? And so, getting involved in that strategic level and then diving the tactical are there elements of an OMD that don’t make sense to outsource. There are parts of it that you’ve seen bogged down a project when it could continue at a faster clip.

Sure, you know, I don’t think that it’s driven by a particular tactic or not, but it’s, it’s driven by a particular situation. I often tell clients. Look, we’re only gonna go where we’re invited and we never wanna fight you for turf for space. So in some cases, a client may have a resource on their team that’s really good at the one thing that they do one or two things. Maybe they’ve got a web designer on staff who really loves to do all those web its and to handle all that stuff. Great, we don’t wanna fight over that and sometimes I think that can get confusing. So one of the things we try to do right up front is understand, “Hey what are the parts that you guys wanna do and what are the parts that we’re gonna do?” That happens a lot in social media as well. Oh well, if we take over the social media, then they won’t be able to do it. And of course, what we’re fond of saying, the clients is in social media, particularly platforms like Facebook or Twitter, or Pinterest, take your pick. There are certainly room in those channels for us to share in them, and do what we can do and for the clients to continue to do what they naturally wanna do in those channels. We just have to understand which side of the road are you gonna be on which side of road? Which lane are we all gonna be in so that we don’t have collisions?

There’s a lot of toys in the sand box.

So here’s a question, you’re talking about playing in that sandbox. So things are going well for a company and… And you’re growing and you have an opportunity where you can grow further. Do you bring on another full-time employee, an FTE or is this an opportunity to outsource more to your OMD the common?

That’s a softball.

Well, were talking about you want to get the most over. And so, the value is a big thing. And am I gonna pull value from internal or external?

Well, I’m very biased, but of course I believe at my core, having been on the client’s side, having run companies having been on the agency side for many years, I am convinced that it is economically a far better solution to outsource. We are able to sell it by the hour, across this huge range of people, so that you’re really getting the topic experts in every single little area, so you’re not only getting a great quality of work, but these people are oftentimes even far more efficient than an in-house person can be. It is amazing to me the things that we’re able to accomplish for clients at rates at subscription rates that are a very similar or the last than what a company might pay for a single FTE. They get a dozen different experts working on their business, every single month and it changes every single day, right? Tuesday you need somebody doing web edits and posting social. On Wednesday, we might be shooting video and Thursday were writing blogs and Friday we’re sending out text messages on mobile phones. Underneath all of that somebody’s managing ad words and a YouTube pre-roll ads, and each one of these things is done by somebody who’s an absolute expert in that area, and it is highly focused on not just doing it fast, but doing it at their best.

It definitely seems it’s for growth, look at outsourcing for individual roles, but personal assistant specializes within the company. Maybe that’s the FTE type place. Final question for you, as we talk about how to get the most of the OMD you’ve got a company that’s going in a direction and you decide after a few months, you wanna switch it up. You wanna change things, you wanna change things around, drastically. What is the… How much check-in is expected in an OMD and what does that look like when you say You know what we’ve been doing all of this. Halt. Let’s pivot, let’s now go this way.

But I we meet with almost every single one of our clients at least every other week, most of our clients, we check in with them every week. In fact, one of the things we tell clients is, Look, if you’re not willing to commit at least 30 minutes to meet with us every week to just check in, then you probably don’t wanna spend the money on this. And those check-ins are not just… Hey, let’s look at layouts or anything like that, that kind of daily transactional kind of work happens online, most frequently. Those 30-minute discussions are just that. Really working sessions to try and understand from their side, what are they… What kind of feedback are they getting from their customers, from their team, from the market. Thankfully I can’t say I’ve had any meetings where a client says, Well we’ve just completely decided out of the blue to change things. Have we made sharp right or left turns, absolutely, but they were not a surprise, they were in… It’s very much a part of it.

Well Bruce, thank you so much for talking to me today.

Always a pleasure.

thanks for listening to another episode of the outsource marketing department podcast. Your source for all things OMD. If you have questions over the topics cover today or suggestions for a future topic follow the link in the description of this episode.

I’m Ryan gates and I’ll see you next time.




The post Podcast: How to Get the Most Out of Your OMD appeared first on RSM Connect.

Episode 4 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? Episode 4 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates is back with Bruce Rowley of RSM Marketing Services on how to get the most out of your OMD. How do you get the ball rolling? What do the first 30 days look like? How do you keep the momentum going? […] RSM Connect 15:58
Podcast: OMD vs In-House Marketing Departments Mon, 17 Dec 2018 18:45:22 +0000 0 <p>Episode 3 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates discusses with Mike Snyder of RSM Marketing Services how OMD compares to in-house marketing. Having spent a decade as the director of marketing for a national retailer, Ryan is quite familiar with the challenges of running a marketing team and working […]</p> <p>The post <a rel="nofollow" href="">Podcast: OMD vs In-House Marketing Departments</a> appeared first on <a rel="nofollow" href="">RSM Connect</a>.</p> Episode 3

In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates discusses with Mike Snyder of RSM Marketing Services how OMD compares to in-house marketing. Having spent a decade as the director of marketing for a national retailer, Ryan is quite familiar with the challenges of running a marketing team and working with an outside agency. Listen in as Ryan and Mike discuss the logistics and strategic tactics of OMD vs. in-house and define the added value of an OMD over a full-time hire.


Today, we’re talking with Mike Snider to talk about the differences between in-house marketing and outsource marketing for your business.

Mike is a co-founder of RSM marketing services in Wichita, Kansas, an entrepreneurial company specializing in outsource marketing with clients across North America. Let’s listen in.

So Mike start off by just tell me briefly what is an MD? What is outsource marketing?

Well, fundamentally outsource marketing kind of means you don’t have to think about it, you don’t have to worry about it, it’s getting done and fundamentally, that’s what it is. It is the easy way both operationally and financially to get marketing done. The problem, as we’ve said routinely here at RSM, is there’s this propagation in skill sets that are required to do marketing. It used to be in the old days if you had a designer or maybe a copy writer you’d be fine and maybe a media buyer. But now today, there’s 11 skill sets, representing $750,000 in salary load required to do every day. This is not even specialized marketing, this is just everyday marketing for any kind of company regardless of the category. And so, outsourced marketing means you don’t have to worry about all those skill sets, fund all those skill sets. You outsourced like you would outsourced bookkeeping, accounting, HR.

Well, and you led directly into exactly what I wanna talk about today, what is then the difference between outsource marketing versus In-House Marketing?

Well, that’s a great question, because there’s still is room for in-sourced marketing, it’s matter of fact, many of our clients have marketing departments. As a matter of fact, there are some clients who actually have us as part of their marketing organization chart. What they tend to do is when they’re specialized requirements or whether there are heavy requirements. Let’s say that your manufacturing company and you do a lot of technical manuals, technical sales support, you have to have a CAD designer, you have to have a technical writer and it’s just too much to be outsourced on the outsource marketing model. The outsource marketing model tends to be for a very common kinds of marketing skill sets that are… don’t change depending on the Retail category, or the the category… Its retail manufacturing, technology, healthcare. SEO with fundamentals of SEO are the same, the fundamentals of PPC, search engine marketing are the same, lead generation. The same then when it comes to technical writing for titanium parts that is gonna take us a long time to learn from a technical aspect. Not an SEO aspect.

So, sorry. I guess, maybe I went… I wanna get out of them… What are the benefits for us to be looking at doing an OMD versus an in-house, for those that are doing the traditional marketing that aren’t having the massive technical side of things? What would make me want to choose doing outsourcing my marketing versus keeping in-house.

So, you know, there are our business folk out there listening to this, they’re gonna chuckle, because there’s still this unicorn… Maybe that person is known as Charlie, maybe they’re known as Lisa, but it’s the person who is a jack of all trades and the Master of None. And, you know, maybe they’ve got a little bit of an attitude because everybody in the company turns to them saying, I need this, I need this, I need this. And it used to be said, “I’ll get that to you next week, I’ll get that to you next month. We now, on next year. And so that kind of person needs to be freed because they are usually very capable of some very forward-leaning stuff. Perhaps even the priority of the company and its marketing in a strategic marketing perhaps they’re really just a good doer. But none the in-the-less, in what her the being underutilized or the being over-utilized an outsource marketing department can help them do more of what they’re really good at, and frankly get more done faster.

Sure, now what about, what about, you talk about some of your clients that you work with have a market department, and it’s not just the full-time employee unicorn as you call it. How does outsource marketing work when you have a market department, you already have a marketing structure in place?

Well, something that I’m very personally excited about is temp. You know if a lot of companies they lose a position and… Okay fine, so you lost your web person. Well, rather than just let the website sit there for three or six months or whatever, we’ll come in on a 10 basis. Many clients aren’t sure whether they need a position. Well fine, outsource that for a while. Play with it without having to commit to it kind of a thing. So, there’s really this surge capacity that an outsource marketing department can do, there’s a temp capacity there is an ancillary or auxiliary structure. For a lot of clients, even just… We can do video and photography on an OMD. It doesn’t even have to be all 11 skill sets. Like, Okay, we really don’t wanna get into all these kinds of video. For instance, one of the things we’re doing here for some clients, is high production video, meaning they need 50, they whatever, 300 skus, and we need to do be doing 50 short form of product videos, a month. outsource that.

Yeah, so … What about when somebody needs something right away? So this is something I hear a lot from the in-house versus outsourced side of things, is our… It sounds great but it’s… It’s gonna be too slow. I need things right away. What happens when I need to go down the hall and grab my marketing person right away. How does, so how does outsource in that scenario that…

Another great questions, so and it’s a fair question because every company is gonna have emergencies, but every like any company that is always an emergency, they’re not acting strategically, and friendly the… We’re not gonna be a very good fit because we do act strategically, we put client work on a schedule. We know in advance what we’re gonna be doing for months. Generally it takes a couple of months to get there, when starting off, Okay, the clients know and a lot of times they don’t know, they don’t even know, but we create the calendar with them. Now they have a fast flying over, we can get that done same day, many times, or tomorrow, but the work can’t be a crisis all the time. We can’t run our business that way. And frankly, who wants to run their business that way?

So the other thing I guess I’m curious about me, this goes back to our conversation about more skilled trades were just talking about… But another question I hear is… Can and outsource marketing department, can it honestly understand my company as well as, as I do. So you talk about temps coming on, so attempts you have an onboarding process, you have a learning time pan period for them to actually get the speed, and then execute a few tasks. But as far as OMDs versus an in-house market department, your market director who knows your brand lives and breathes your brand, how does an MD work in comparison to that?

You know, that’s really a fascinating question because that is the… A way perhaps as some might think but the reality is far different. Chief marketing officers, what’s the average 10-year one, two years max? When it comes to marketing directors and marketing a teammates, they also are in and out on an increasing schedule. Not going or the days when somebody is there for 10, 12-15 years. So this is this memory that we have of all. I need somebody who will be here to learn my business. Well, guess who is there for 10 or 15 years. Now, we’re only eight years old, but we have clients who have been with us since the very beginning and meanwhile we’re through four marketing directors of theirs. Guess who has the institutional memory there? We actually have a benefit through OMD, Okay, even though people come and go here a lot of times the leaders and the principals don’t… And we end up having that corporate marketing memory, and we also have the responsibility of training, not only our own team members were working on that client Any times that clients new higher for their marketing team will come over here and we will be doing the downloading and the training of the historic aspect.

Well, and you maintain a flat hierarchy as well within your company. So if there’s one person who’s out the next person steps in. Which is an another thing I think in-house is sick days, people and they’re gonna get sick people are gonna all got kids people. Hey, I’ll take vacations. Does an OMD have sick days? Does an OMD take vacations

Now is that… That’s really funny, isn’t it? No way, it doesn’t no. It’s as a program, it’s not a person. When we talk about 11 skill sets, we’re talking about at least 22 to 35 people, there’s depth so that if somebody does take off either they know that and they work ahead or we pass it off to a teammate there’s a junior. We continue to get the work done. To your point, there are no sick days, or vacation days.

So I, prior prior to this, I had a role as a Director of Marketing for a national retail company, and we were a franchise. So one of the things I’m really curious about is how does outsource marketing work in a franchise setting? Right, so there is obviously the… There’s two ways, I’m curious about that one, what does it look like from the corporate aspect? I am the corporate brand and I am providing support to my franchisees via national marketing. And then the other side is I’m a franchise and I’m getting marketing from corporate. How can outsource marketing help me on an individualized local level to supplement it?

Alright, so great question. The two parts, the first part is really academic, which is yes, absolutely, in an OMD, one flat fee schedule and I wanna take a step backward and not dismiss that too quickly.

A lot of franchises are young and growing. Okay and they have evolving needs, like all of a sudden. Oh, gotta do national TV. And now we need to have national high production qualities but I… That can be very expensive, especially in a month, a month basis, when you’re… No, you have to develop new materials franchise. So under an OMD that tends to be smoothed out and we’ve done that a couple of times, just a flat monthly fee. Now, whatever come what may… And you know, it levels out if you will, over time, which might be a year, even a couple of years. Now, those growing franchises, when I say growing fan, I’m not talking about 3, 5, 15. As a matter of fact when we work with began with 30 stores and they’re now at 300. So we’re talking about a very rapidly growing franchise of some size. When they get to a turning point, the franchisees began to have some power and they want more services at the local market marketing line, LMS. Our local store marketing, so we are able to provide that as well, on a franchise by franchise basis. Customized doing their local advertising in the community relations with the PR thing. Now so you go from a national advertising the TV programs or whatever, to ads in penny power although don’t think penny power is out there anymore.

They absolutely do. The penny savers is still out there and the rural market is definitely a big thing. Yeah, so size of company, maybe another thing we can talk about and we’re talking about corporate and franchise here. Is there a specific size company, where OMD makes the most sense?

You know… No, the answer to that question is absolutely no. We have Fortune 500 companies, who are clients we have got top 10 HC Hospitals that are clients for instance, they’ve got thousands of employees. We have new start-ups that are that are clients. I mean they are funded, and they need to brand they literally need to create a brand, not just a mark or logo but messaging and positioning and some competitive analysis. And so we are not an advertising company, we’re not doing advertising through this outsource marketing department. We’re doing high level marketing development, high level marketing strategy, in support of the business concept he changing the business concept especially with the start-up. So now we have clients who are startups, who get it, you know, and want to move faster rather than do it yourself. The only, the only time when an OMD does not work is when you have a principle that is highly Do-It-Yourself. They can’t let go. To a point you’re gonna have to let go. A always gonna be involved. Yeah, but you can’t control it to the point of choking out your partners.

Well, I also have… It’s the principles that don’t believe in marketing. They’re another that drives me crazy, which is, I have marketing because I have to have marketing not because I believe in marketing, ’cause I believe what I can do. Another question I’m curious about is, in that in-house versus OMD, in-house again much that we talked about. my marketing director is right down the hall and you’ll grab him and say, “Hey I got this thing coming”. OMD, many of your clients are not in the same city as you, so how does that work from a communication level, having people that you can’t see face-to-face on a regular basis.

Okay, so I wanna address that question but I wanna hit the previous question that you applied just a tiny bit, okay and it is, it is… I think an important point, we actually be gonna talk about it, like this. Marketing has been historically highly discretionary. Do we need a national print campaign? Maybe… Maybe not. Do we need to have a celebrity spokesperson? Maybe… Maybe not. But in this age of online and digital marketing marketing, that’s no longer… And we’re really talking about marketing communications at this point is no longer discretionary. You can not ignore SEO, so otherwise you don’t show up. You really can’t ignore, PPC otherwise you’re gonna lose opportunity. Or Lead Generation… Directories… There’s so many online directories. Reputation management, what’s that? Well, how about Google reviews? We we talk about these things all the time, especially with the older clients. It takes years potentially to build up these marketing assets like reviews, you can no longer ignore. So to help them understand we go.. “Now when you started, what was the first thing you did?” Well, I bought a Yellow Pages ad. Exactly. Did you want to? No. Why did you? I had to, if I didn’t do a yellow page ad I wouldn’t sell anything. That’s what online marketing is this the new yellow page ad. So it really is no longer discretionary, it’s a mandatory purchase. If you don’t do it, is gonna cost you.

To your second question.

What if I’m not in the same city?

Well, that’s gotten a lot easier. So through video conferencing and we have a methodology to the outsource marketing department, which is there are set weekly phone calls at the at the most remote and every other week in the last 30 minutes to an hour. Client has homework we get on a video conference or on the phone and we’ve never had… Frankly, I have to tell you, we’ve never had really become plants about that. Gone are, “Hey you wanna have lunch. Hey, how about going golfing?” We don’t have that. And I think that with a lot of clients, there’s a real big relief there. We’re not asking for more relationship. We just wanna kick some butt and get some great marketing done and they like that. I think there’s a soldier relationship there.

Sure. Well you don’t have to… Prior to this, I said as a Director of Marketing, and I had my unicorn I had my FTE unicorn and he was absolutely a Jack of all trades and a master of some, I’ll say is a master or some. He was a pretty fantastic kid, and we had a group of four people, so small market, department five total. And 2020 high in sight. Yeah, I wish now that I had made the move to OMD back then, I definitely I think would have worked out very well for our company. One of the things that helped me out, we’ve talked about a little bit, is this the idea of Can you really know and you know my company, the way I can, I know my company and the way I can train these four people to know this company. And the thing that hung me up. And I’m curious to pick your brain on is my last question today. Is really thinking about this idea that how do I phrase… So my in-house team is only working on my company. So, outsource marketing.

Yes, you’ve got longevity with me. You’re working on so many different things. You have multiple different clients, how… How does that translate? To put… To ease somebody it’s their thinking. No, you can’t know my company as well as I do. I live, eat, breathe it every day. You know my company strategically in the silo. How do you take yourself from all your other clients? And be able to dedicate to me what I would get from in-house.

Well, I’m just gonna fall back on a Marine Corps metaphor then, right? And as you know, we’re fighting marketing or fighting, it’s all the same, it’s winning and is planning and its execution, strategic execution, so… So theatre warfare in the Marines and the way the US military goes to war. There were three teams, one works on the close battle, one works on the near Battle one works on the far battle, right that close, near, and the far. All different teams, three different environments and even three different kinds of outcomes. We’re not even sure we’re ever gonna get it for battle, but if we do, we’re gonna be ready. And so even the military is dividing its resources of and focusing on three different parts of the theater. So bringing that back into marketing. If no in-house team can an… Unless we’re really big, can possibly handle the the close the near and the far battles. And so with a lot of clients, they say… Why don’t you do like manufacturing, working with one right now he… So, we’re gonna be focusing on the near battle we need you to be thinking about the far battle. What are the products that are gonna be in development in what are we gonna be doing with those? The positioning, let’s create a whole new consumer metaphor is as to how they’re gonna be thinking about this company. Things that the marketers that are focusing on getting stuff out today, they’re not gonna be able to work on, perhaps well or even have the talent to do that.

I have to also believe that in the in-house world I know I’m guilty of it you get blinders on, you definitely start thinking about your product, your company, your only thing and you don’t get the outside influence from other companies that influence and the way that you think and the way you strategically make maneuvers.

Well, so there’s an excellent point there. And sometimes we take it for granted, but we see scores of case studies, and not even like reading them, but living them for many years scores hundreds. And just had a conversation with a client this morning. I know it’s a funny thing because we brought some ideas to the table that he had been kicking around. Kicking around it for many years but, he was thinking about them operationally and we said, Well no, we’re not even talking about it at an operational level, we’re talking about a strategic marketing consumer perception. The win from doing this is going to help build a trusted brand. Don’t even think about from an operational level. When you started looking at some operational implications, just from the true marketing aspect It pushed him over the line, and so even something he been thinking about for years. We came in fresh as a third party opinion, and articulated it differently.

So one-sentence short and brief.

Why should someone pick outsource marketing over in-house?

Move faster, win more.

I love it. Move faster, move wait… Move faster, win more

Move faster, win more.

Win faster, move more….

Yeah, it works either way. Another way.

Mike, Thank you very much,

Thank you!

Appreciate it.

You bet.

Thanks for listening to another episode of the outsource marketing department podcast. Your source for all things OMD if you have questions over the topics cover today or suggestions for a future topic follow the link in the description of this episode.

I’m Ryan Gates and I’ll see you next time.




The post Podcast: OMD vs In-House Marketing Departments appeared first on RSM Connect.

Episode 3 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates discusses with Mike Snyder of RSM Marketing Services how OMD compares to in-house marketing. Having spent a decade as the director of marketing for a national retai... Episode 3 In this episode of the Outsourced Marketing Department Podcast, Ryan W. Gates discusses with Mike Snyder of RSM Marketing Services how OMD compares to in-house marketing. Having spent a decade as the director of marketing for a national retailer, Ryan is quite familiar with the challenges of running a marketing team and working […] RSM Connect 20:24
Podcast: How to integrate an outsourced marketing department omd into your business Tue, 13 Nov 2018 15:21:33 +0000 0 <p>Episode 2 RSM Founding Partner Bruce Rowley sits down with Marketing Director Ryan Gates to answer some of the most common questions people have about how the Outsourced Marketing Department actually works. How do they interact? Who do they interact with? How fast can they react? How do they communicate? Can it really be better […]</p> <p>The post <a rel="nofollow" href="">Podcast: How to integrate an outsourced marketing department omd into your business</a> appeared first on <a rel="nofollow" href="">RSM Connect</a>.</p> Episode 2

RSM Founding Partner Bruce Rowley sits down with Marketing Director Ryan Gates to answer some of the most common questions people have about how the Outsourced Marketing Department actually works. How do they interact? Who do they interact with? How fast can they react? How do they communicate? Can it really be better than someone in an office down the hall? Ryan doesn’t hold back, you’re sure to find the answers to many of the questions you’ve got when considering outsourcing your marketing department.


Welcome everyone to the outsourced marketing department podcast, I’m your host, Ryan Gates. If you’re new, thanks for joining us, and if you’re returning, welcome back.
Today we’re with Bruce rally to talk about how to integrate an outsourced market department, or OMD, into your business. Bruce is a co-founder of RSM marketing services in Wichita, Kansas, an entrepreneurial company specializing in outsource marketing with clients across North America.

Alright, so Bruce just to refresh our listeners on outsource marketing, can you briefly summarize what an OMD is?

Sure, and is a flat rate subscription that enables a company to get access to the huge range of specialized talent that they need on a daily basis. It also enables them to change out that talent as their needs change day by day, but continue to pay a flat rate for it.

Great, thanks for that.

So your a business… You reached the point where OMD is right for you, it’s what you wanna do. So, I how do you go from in-house or agency for that matter, into utilizing an OMD?

Well, it really depends on the current situation. So a lot of clients find themselves in a moment of need, because they’ve maybe lost a resource, and they’ve got… A lot of times they come to us urgently because maybe they’ve lost a resource, they’ve not been able to hire somebody new, and they understand that during that gap they’re gonna need somebody to step in. So it really starts with some very technical, simple question and answers. “What are the passwords to the various websites and social media channels?” Getting us added to all of those things is really where it starts and because often times we’re essentially slipping into the driver’s seat while while the vehicle is still moving down a road. So, we’re less concerned about, at that moment, about what the destination is, and oftentimes in the beginning, then just making sure that the vehicle doesn’t crash. So from there, it quickly, that’s usually a quick transition of a few days a week or so. And then from there, it moves very quickly into an understanding of what are the goals? What are the objectives? What does… We wanna understand the financial metrics of a client’s business. And by that what I mean is we need to be able to figure out how are we best going to generate an ROI. What are the areas where we can create the most amount of value for that client right away?

Sure, so as you’re slipping into the driver’s seat there. And do you find in most scenarios for OMD, that it makes sense to be in that driver seat or do you find yourself sometimes the passenger seat.

Sure, well we do it both ways. And I guess in the passenger seat, I’m not sure whether we’re ever creating the most value in the passenger seat, maybe we’re more of a co-pilot.

If you ever take a long road trip, as long as we’re keeping this driving analogy going, it’s nice to have somebody to step in and take over. It’s much more efficient if you’re driving across country to be able to switch roles. And so, even when a client has someone in place often times we perform a great role in terms of helping that person to extend their bandwidth, get more done. They’re able to delegate a lot of the work to us so that they can then move on and focus further ahead even for the business and let go of a lot of “the now” kinds of things.

So, it just brings up a great question which is one you need to have a Marketing Director at. Is it important to have a point person within marketing with your company or can OMD, truly be an entirely outsourced thing where you really can outsource your entire marketing department?

Well, we have clients that do it both ways and very successful either way. Some clients there is a marketing director in the Marketing Director plays a pivotal role in working with our team. And like I said, oftentimes it enables that person to focus on the bigger picture and have a more forward thinking and forward-facing role in their organization rather than one that oftentimes can be reactive. Now for clients that don’t have a marketing director and we have many of those, it does require and we make it clear it requires a bit of a commitment from either the CEO, managing partner, so it could be the senior VP of sales sometimes, but we look for somebody in a C-Suite or senior management type of role, to be able to dedicate… We don’t ask for a lot. Oftentimes, we keep it simple and we meet with that person 30 minutes, maybe an hour a week. Maybe it’s an hour every two weeks. And we use that relationship to establish priorities and be able to then share results with them, get information from them, the feedback from the business to see that what we’re doing is working and work together in that way,

It’s gotta be imperative to have a point of contact within… Just to be the flow of information and to be the champion, I would assume from within as well,

Right, well, otherwise it is truly the sound of one hand clapping if it’s just us.

Yeah, I… So what is that flow of information look like in how you talked about meeting on a regular basis? But if I’ve got somebody in my market, department in-house, I know that their offices here, here, are there hours here is how I get my documents back and forth my information. What does that look like in an OMD?

Well, you know, these days, digital processes allow us to move documents really in a way that it’s so seamless from where it’s been in the past. So we have a wide range of tools to use to work with clients in a way that is, frankly, no different in many cases, even more efficient than what we’ve seen in terms of people whose offices are right next to each other. Whether that’s shared documents, shared drives, we’ve got cloud-based project management. Obviously, there’s chat, there’s phones, there’s a lot of different ways that we’re in constant and communication and a lot of that is just moving the work through. We don’t need to schedule meetings to sit down and show the work. We handle most of that digitally. So, as a client you’re seeing on a regular basis, the work progress through, you’re able to check online and see what the status is of your work, if something requests, if something needs your review or your approval, it’s popping up on your dashboard or in your email in real time. We’re not spending a lot of time having meetings to look at print-outs and discuss them. We really wanna use our face-to-face time focused on higher value planning for future priorities rather than going through the minutia of proofreading and all that kind of stuff.

Sure, so what are some of the challenges that you’ve run into, for integrating an OMD, with a business?

Wow, you know… I think the number one challenge, and we really try not to fight it, and usually when we’re talking with the client early on we make it clear, we don’t ever go where we’re not invited. It’s not our job to show up in an organization, and try and fight our way through that organization to create value. We wanna be on the same page with a client and if folks there, don’t believe that marketing creates value, that creates friction. And so, we’ve walked away from engagements where we’ve had to say, “Look this isn’t really the best fit for you, you guys”, if you’re looking for marketing to do something, that it’s never gonna do… We’re gonna be honest about that.

And that’s something you run into, obviously, in-house, anywhere that you always got spoilers, in any business, so I… What are the positives… What do you look for to have a successful integration? What are you looking for from a business to have a handshake agreement to make this work?

Well, it starts with a conversation with the clients to understand what is their expectation. What do they want their investment in marketing to bring them in terms of a return and having very candid conversations around what will that look like what will that take. How long will it be until you start to see a result? We all… We also try to prioritize early on things in the relationship that give everyone a win. It helps a lot if you can find a few early wins with a client, and this is not us, trying to be, have trickery. Usually we work with a client to say, “Hey in order to bring everybody on board in your organization, the sales team, ’cause they’re always questioning it. Maybe there are some marketing people there or brand managers, or product managers, it’s the CFO, the Board who knows who. Those folks are, always looking for “okay, we made this switch. Where is the result?” so we always look for some early good solid wins that we can create that goes a long way towards bringing people on board right away and us gives everyone the confidence, and the patients to then get those bigger wins that follow that, maybe take a bit more time to figure out.

Awesome, so with an in-house, obviously, you’ve got people that are right down the hallway from you. Now in OMD somebody’s not down the hallway from you. Talk about… And then we talked about the integration of our files and be able to share things that way. Do your clients in OMD… Do they find it to be a challenge or is this something that, that is something that’s easily overcome?

No, I think if you talk to our clients, they would consider us to be more available oftentimes than people that they’ve worked with in-house. That person’s down the hall, except for the two weeks when they’re on vacation except for the days that they are out in meetings or at a training session or out sick. When you’ve got a team here to talk to, not just one person, you get a lot more immediate reaction from folks. You’ve got a lot more resources to work with.

So this brings up a question I’m curious about. So we talked earlier on about a lot of companies. Maybe they’re scrambling they’re looking for somebody to fill a position to fill that position. We’re talking about onboarding a single person, and the time and energy and labor, that goes into that training… Talk about the time and labor and training that would go into bringing on an entire OMD department.

I don’t think that it’s wildly any different than the time and training, that it takes to onboard a new employee. In fact, I would bet that our folks are often times faster. And the reason is, they are trained to understand how to be quick studies at identifying where are the opportunities, and because they’ve got so much experience working with many other clients that we have… And not just clients that they might be working with. But remember, they’re surrounded by colleagues who were also working on different kinds of clients. There’s a lot of cross-sharing that happens here, and it’s amazing the kind of things that get applied where somebody who’s sitting at a table here who’s talking with a colleague across the table and about something that they’re doing for a client in a completely different industry, but they’re able to immediately understand. “Hey, wait a minute, that’s a pretty cool tactic” or a pretty cool idea or a pretty cool strategy that I could be applying to my client who’s in a completely different business, and that’s the kind of cross-pollination, that somebody in-house just isn’t gonna get.

Sure and it’s a… In every experience I’ve gotten business, the more diverse the portfolio, you’re working on, the more it lends to everything, it’s never a fan of getting siloed into one thing that you only think about one thing and you don’t see in other perspectives.

Well, one of our core values is curiosity, and that’s because; number one, we always wanna be seeking the next. Well, I was on… We’re always chasing the next challenge, the next record, what’s the next objective? But it’s also because our people have, and we recruit and hire and train people who have a deep curiosity, to really understand a client’s business and you have to wanna do that. Right? You can’t just walk into a relationship with a client and, A assume that you know everything, ’cause you sure don’t. You also you’ve got a window of opportunity to learn that client’s business and if three four months go by, and they’re having to explain something to you a second or third time you’ve squandered that window of opportunity in the beginning. And our folks are certainly aware of that and we stay really focused on making sure that those first few months, where we’re trying to get as up to speed as humanly possible in the fastest way possible.

I have to believe that employee turnover or I guess lack there would be an important part of that. I’ve had frustrations in the past, going to an agency, and I feel like every three to four months, I’ve got a new person coming in and I’m re-training them about my business, and I spend so much time telling them what my needs are versus somebody coming and just knowing them. Talk to me about people within an OMD department.

Sure, well, obviously, we’re keenly aware of that, and we work really hard to keep our folks here. I can never guarantee that our people are gonna stay forever and I don’t think that our clients would want them to stay forever. We have great retention here but when people do leave, I think there’s an appreciation on the client side as well, that the knowledge that’s contained here is institutional, it’s not embedded just in one person, that it’s team knowledge. So when one member of that team leaves, it’s not then up to the client to explain everything back to the agency again that library of knowledge didn’t just walk out the door. It’s much more people on the team here than just one person.

Sure, I, I think my… My last question is probably the question I hear the most. And in fact, it’s a question I myself asked ’cause I was a Senior Director of Marketing.

Taste great, or less filling? Is it that one?

It’s a… Its Pepsi Zero.. I was a head of marketing for a national company, and I was seeking to fill a position, and I was looking at OMD and I was looking at the an FTE full-time employee and OMD was fascinating to me. The idea of an entire department versus a single person, but I kept coming back to the singular question that I hear all the time from other people, and I talk about OMD is, “how can an outsource marking department really understand my business”, my business is so unique, my business is my own. Can an OMD truly understand and then be a part of my business?

You know, obviously my answer is yes, we do it all the time. More importantly, listen to some of the testimonials from our clients. And I think what you’ll hear from them is not just them saying “they gave me really creative ideas” or “they responded to my needs very quickly.” You’ll hear that but what you really hear from them is they understood my business and in some ways because we work with so many different businesses, I would say, we actually help some of our clients understand their business, even a little bit better, not because we know it, but because the questions that we ask them in our process of working together cause them to think about their business in ways that maybe they hadn’t ever done before. We recently brought on a new client and one of our questions was, “well what’s the lifetime val… what’s the average lifetime value of your customer? “Wow, I don’t know, we never really thought to do that before.” Okay, so we’re working on that, then we asked, what is the acquisition? What’s the average acquisition cost for a new customer? “Well, I hadn’t really done that before either.” And these were important benchmarks for us to understand as a part of our work and keeping score and giving them a scoreboard, and the questions that enabled them to start developing some of those numbers has, in many ways, transformed the way they think about their business. That’s not us, being knowledgeable about the plumbing, electrical, business on to us being knowledgeable, and really helping them to understand how many of our other clients, are keeping score

And this is, it’s gotta come back to that core value of yours at RSM of curiosity and it sounds like it very much feels those questions.

Sure, and my partner is fond of saying, I don’t remember where it comes from, that. Any three people make a genius. I think the idea that you’re gonna expect a person to be the single-minded genius from which everything flows is unrealistic and risky. Having that diverse set of knowledge and a diversified skill set across a whole team of folks, it not only gives you the upside of greater thinking and greater experience, it also diminishes the downside of people being out, people moving on, people getting sick, people going on vacation. The vehicle keeps moving. Going back to where we started, right? The vehicle keeps moving. So for a long…

We’re still on our road trip,

Why I wish? Where are we doing this next Santa Fe how about that?

Well, I appreciate you coming on this road, ship with me today.

Alright, hey, thanks Ryan.

Thank you.

Thanks for listening to another episode of the outsource market, department podcast, your source for all things OMD. If you have questions over the topics cover today, or suggestions for a future topic and I follow the link in the description of this episode. I’m Ryan Gates and I’ll see you next time.




The post Podcast: How to integrate an outsourced marketing department omd into your business appeared first on RSM Connect.

Episode 2 RSM Founding Partner Bruce Rowley sits down with Marketing Director Ryan Gates to answer some of the most common questions people have about how the Outsourced Marketing Department actually works. How do they interact? Episode 2 RSM Founding Partner Bruce Rowley sits down with Marketing Director Ryan Gates to answer some of the most common questions people have about how the Outsourced Marketing Department actually works. How do they interact? Who do they interact with? How fast can they react? How do they communicate? Can it really be better […] RSM Connect 21:18
Podcast: What is an OMD? Thu, 18 Oct 2018 15:39:23 +0000 0 <p>Episode 1 RSM Founding Partner Bruce Rowley talks with Ryan Gates to answer many of the initial questions business owners have about outsourcing their marketing department. Key questions answered include: What kind of companies choose to outsource? Why do they choose to outsource? What is included in an outsourcing subscription? Transcript Welcome everyone to the […]</p> <p>The post <a rel="nofollow" href="">Podcast: What is an OMD?</a> appeared first on <a rel="nofollow" href="">RSM Connect</a>.</p> Episode 1

RSM Founding Partner Bruce Rowley talks with Ryan Gates to answer many of the initial questions business owners have about outsourcing their marketing department. Key questions answered include: What kind of companies choose to outsource? Why do they choose to outsource? What is included in an outsourcing subscription?


Welcome everyone to the outsource marketing department podcast. I’m your host, Ryan Gates. If you’re new, thanks for joining us, and if you’re returning then welcome back. Today, we’re going to talk with Bruce Rowley of RSM marketing, a firm in Wichita, Kansas, that specializes in outsourced marketing.

So Bruce, why don’t you to tell me a little bit about about yourself and RSM.

Sure, so I’ve spent my entire life doing nothing other than marketing and advertising. I was actually raised in a marketing and advertising family. So my experience belies my age, I like to think., I’ve been working in the business for 40 out of my 50 years and eventually took that to Los Angeles where I was really lucky to be on the launch team for the Lexus brand, and then took that around the world to China, Singapore, Europe and then back to the States. And one of the things that I learned was, number one, that marketing and consumers are basically the same everywhere in the world. And number two, I was able to see with brands like Lexis and others that I was a part of around the world, the true power that marketing can really have. Creating immense amounts of value in unbelievably short amount of time. I was lucky enough to start my career working on the Lexus brand, at the very birth of it, and so I watched while we, literally shoved market share from Mercedes Benz was the initial victim of that launch, and watching us shovel just truckloads of market share from an established brand like Mercedes into a brand new innovative brand. It was a true eye opener for me and being able to see the power that marketing can have.

So now you’re in Wichita, Kansas and you’ve got a company called RSM Marketing where you specialize in outsource marking Department as a model. What exactly… What is outsource marketing?

Sure, so outsource marketing is a subscription service that flattens out the fee for a client, and gives them access to an entire team of professionals, that enable them to get a huge range of work done every month at that flat fee. So I one week changes day-to-day and week-to-week. Essentially, they get on an hourly… Even daily basis, a different team to accomplish the changing needs that they have for their business.

So how does this differ them from an advertising agency per se when you’re working with traditional advertising?

Well, traditionally, an advertising agency is what it says in the name. It’s an agency. So they are an agent between advertisers and the media or advertisers, and production companies We’ve never called ourselves an ad agency where we named ourselves initially at the very beginning, back in 2010, we saw the need for a marketing services company, and we chose that descriptor, very carefully because what we saw was that the range of services that were needed by companies was growing, growing, growing, and the people were looking essentially for freelancers to do all these things, but then this crazy web of freelancers would overwhelm them and the freelancers never work together, and they find themselves trying to manage this team of freelancers like herding cats, and they got frustrated with that. So we wanted to offer a simple solution where companies could get all the different marketing services done, whether it’s website, email, SEO, SEM, writing blogs, shooting videos, posting videos on YouTube, managing their social channel, managing their reviews channels. All these different things that were just sort of crawling all over them and not getting done, could be done in one relationship with one flat fee. And we’re able to do that because we employ all those people, unlike an ad agency that has relationships with other companies and they have, all they’re really doing is passing through cost. We employ 40 different people at this point, that do all those different things.

Okay, so … You talk about the companies that are out there, herding cats, they’re looking for these services and you are a place where they can come to you and get all of them under one roof.
What does a traditional company look like that uses this outsource marketing model?

So we have clients that range in size from 5,000 employees down to one employee. So, size is not really the thing that determines the kind of client we have, it’s really mindset and all of our clients are absolutely growth-driven, and they absolutely believe that their growth will come through marketing. We’re not, so we’re not so marketing focused, to believe that marketing is the only solution. Certainly there are companies that grow through a mergers and acquisitions for example, or maybe they grow by chasing cost down to the bottom by continually moving their manufacturing to a cheaper location, trying to lower their cost in the market. Our clients believe that their growth and their success will be driven through marketing, every single one of them and they are rabid about it.

Gotcha. So I’m picturing the company of one you talk about… And I can see that obviously it’s a great model for them, it’s the ability to go and get all these different branches of marketing. How does a company that has a larger company where they have some of these maybe things already sent place. How would an OMD… an outsource marketing, how does that look for them?

It’s a great question. So it is obvious for the small company that it’s very easy. We typically work with the owner of that company, whether it’s… You know some of those companies are 20 or 30 people, but they don’t have a marketing department at all and so we work directly with the owner and we act as the marketing director and their entire team. And we meet with the owner to set to make sure that what we’re working on matches the priorities of the business. For larger companies we work with a healthcare system that employs.. let’s see.. more than 5000 people. They have their own Executive Vice President, Marketing Director. They have a PR person, they have a marketing manager. What they don’t have is the ability to get all these things done. And so we’re really… We are the extension of all those people getting not just the typical things that you would expect an ad agency to do like making simple print ads and things like that. But we produce even in-house videos for them, we produce signage that needs to happen inside the hospital, we manage and execute literally every single little thing. So this is a really great example because in the market, where this healthcare system is there are two equal-sized healthcare systems, one of them are client employees of marketing department of three, the other employees of marketing department of 30.

Oh wow, so that’s a big difference. So, so in the system, you talked about you’re typically working with a CEO, a president, ahead of the company. When I think about outsourced marketing I think about anything outsourced marketing. With marketing, my marketing director is right down the hall, so if I’ve got an idea, I can go and I can bark in my market director right away and get an idea going. So how do you approach that at that need, that desire to constantly be there? How do you integrate into these larger companies?

Sure, so it’s a funny thing. When I grew up in the ad business, we had all these meetings with marketing people, and the meeting was generally to review all the work that we were doing, and we talked about very tactical things that were in-progress… status meetings…. We don’t have status meetings really anymore, we don’t. The meetings we have with CEOS, or owners, or managing partners, they’re not interested in having a status meeting. All of the status of the work is really done in real time. We use project management software that our clients can see, that keep our clients updated, on the progress of everything. If they ever wanna see what the status is of all the different work that we’re doing, they can simply click on a link and see what we’re doing. What that does is it means that the time that we spend together which, for many clients, that’s 30 minutes a week, sometimes it’s 30 minutes every two weeks. Sometimes if it’s a big client, it might be an hour and a half every week that we spend together. But that time is spent really understanding what are the priorities going forward of that business and how are we aligning the tactics that we are working on to the top highest value priorities of the business going forward, not looking at the day-to-day tactical kind of stuff, the lower value conversation, the CEO is not interested in that. They can see that in their own time or if they feel frustrated or they’re worried about something, they can click and have a look at that.

So it sounds like it’s very much a high level, strategic relationship that you are then executed the tactical as well?

Very much so. I mean, we want to make sure that the subscription that they are paying, is focused on the highest value activities that we can do for them. We wanna understand where’s the highest margin parts of their business. Where can we help them strategically move their business to where they want it to be. I think I can say in the beginning of my career, I didn’t really understand all that stuff. When I worked at an ad agency, I really was just focused on making ads. Today I’m really proud to say that not only do I understand, but the team of marketing directors that we employ here can tell you the inner workings of the clients that they work with. They can tell you the margins, they understand what drives those margins in that in that client business. Just like what you would expect. A marketing director to know.

Absolutely! So… So if I’m a company and I’m sitting here exploring, I need to have a marketing director. What what’s the driving force for me to… There’s got be models where in-house makes sense to models were outsourced makes sense. What is the difference between our in-house versus an outsource and where is the outsource all come into play and create value?

Boy, it’s hard for me to imagine a place where in-house makes sense. But I could say if you are the kind of CEO where you absolutely want to be making last second decisions every single day and you feel the need to have the control of knowing that you can call your team together at 7 at night and meet in your office and have a whole new campaign ready in an hour to roll out. Maybe outsourcing isn’t for you. But we find that we are faster and more cost-effective and more marketing effective than in-house departments are because, we are applying specific expertise to each area. We’re not counting on what we would call a marketing unicorn. A lot of companies they have where they’re seeking this mythical beast.

The silver bullet.

Yeah, yeah, sure. The 24-year-old kid who knows how to do all the things that they wanna do and can do them all at a very low cost and handle everything. I’ve yet to really find one. I’ve seen variations of it, but typically this is somebody who’s really good at one thing and they can kind of fake their way through some of the others and when they go on vacation, everyone panics.

So in the unicorn model, so if you’ve got… Maybe there’s not one unicorn but maybe you’ve got a of couple of stallions, you’ve got two or three really great individuals that are great, they’re a jack of all trades, maybe a master of some. So in that model, why does the OMD work? Verses the in-house?

Well, frankly, we still hold an advantage in the sense that we employ enterprise-level marketing software, for example, that we pay an enormous amount of money for every year, and that we apply across our different clients. So we have clients that are paying us a few thousand dollars a year but they’re getting access to not just people, but they’re getting access to software. Where an individual license might be, 20 or 30,000 a year just to use it.

So it’s a high value proposition. And it sounds like it’s very much also is, you could have a master of one or you can have a master of… I think you said 40 people on your staff.

It makes a big difference when you have someone who truly understands the details of social media marketing for example and that’s gonna be a very different person than the person who understands email marketing. Oftentimes that’s not the same person and getting somebody who’s good at email marketing, and getting somebody who’s great at email marketing. The return on that the, the return on that investment is radically, radically different.

In my experience, when we talk about these unicorns. I’ve met a lot of people that are, they’re unicorns because they’re very executional. They understand how to do the email marketing, how to post on social media, but the understanding of what and why and targeting isn’t there as much. I assume this is something you’re seeing a lot.

Yeah, that’s another really big part of the value proposition here and that is the marketing director, who is helping translate the business priorities into the tactics that those experts are deploying. Oftentimes, even if you’re employing a unicorn or a couple of Unicorn like, young people on a marketing team, I’ve had clients describe what happens next as the feeling of being packed to death by chickens. Because you have these people constantly asking you, “Should I do this, should I do this? What do you think? Should I do this, should I do this?” And they wanna be out of the game of the hour by hour direction to these folks. The flip side of that is, if they don’t hear anything from those people, those people might be executing tons and tons of tactics in the complete lowest value direction of the business because they’ve just not been told any different.

Sure. So you’ve come from the advertising role, I come from the advertising world. Here, we are talking about “outsourced marketing”. So what are some of the trends that are happening in the marketplace, right now in the business world that has brought this model to light?

Well, we launched our business at the lowest point of the great recession, and we initially launched it based on the idea that companies were kind of poking their head out after the recession and we’re trying to figure out, is it a good time to invest in marketing again? And they didn’t wanna hire people and we knew a lot of folks that owned businesses and they were asking us… “Hey, do you know anybody that… If we could hire a part-time to be a marketing director for us or”… And we kind of understood that what was happening was people didn’t wanna fully commit, and we launched the idea based on that. But what’s interesting was, what happened next, because as we came out of that recession the other trend really revealed itself, and that is this exponential expansion of marketing tactics that just overwhelms companies and things that used to be considered a nice to have. If you got it done, like do you have a YouTube channel? “Ehh
We don’t have one but we don’t really… It’s not really that big of a deal.” Well, it is a big deal now. You’re not paying attention to your Google reviews. “Ehh so what?”… Well, it’s a big deal now. And so, even for small companies, they find that these things that used to be considered optional, nice-to-have kinds of things are really… And truly a cost of entry tactics today and the list of costs, cost entry tactics keeps growing. So every month it appears that something else has sort of grown from this upstart interesting thing into something that you have to have or your competitors are gonna eat your lunch with it. And that has driven the need for… First of all, people run to freelancers, so they run to… Look at the growth of Fiverr. Fiverr grew 400% in the last six months. That’s a signal of people looking for a solution, but what happens is their journey starts with Fiverr and it very quickly leads them to an understanding that, employing five or six different freelancers through a platform, an online platform, means that you now have to manage and direct those people.

Exactly use thinking that’s, that’s a lot of management right there.

Right? Again, you’re being packed it at my chickens.

Yeah, I does not sound like a fun way to go.

Not that they are chickens, but the idea of A… And you’re just sort of constantly being picked at by these things that need attention.

Sure, so… All models, have their plus size there. downsides to it, or they have models in which they don’t work. So what are some of the ways… Where either you have seen or can see potential for an outsource marketing to not work for it to fail in a scenario.

Absolutely, it is not for everyone. So, if you have trouble letting go, this is probably not the right model, for you. I you feel like you can do everything better than everyone else, this is not the model for you. I tell people if you don’t believe in marketing, if you secretly believe that marketing is just a whole bunch of hooey that you’re throwing money…

Don’t spend money on marketing…

Yeah, this is… We are not gonna be a great fit. I always use the example. Would you go into pizza restaurant and when they bring you the menu, you just start telling them how this is ridiculous. You could make all these pizzas at home, you could just go to the grocery store and buy all these ingredients and go home and make them… Of course you don’t. Maybe some people do because some people certainly do, show up and say, “Well these are all things I could do myself and my answer is, “Well, then why are you here? Why didn’t you?”

So it’s the uh… “I don’t wanna make the pizza, I want someone to make the pizza for me”

Exactly,and there are hundreds of thousands of restaurants, pizza restaurants, that prove every day that people don’t want to make their own pizza and so we’re not claiming that we have the most amazing, unique magical pizza recipe on the planet that can never be replicated. We aren’t… We’re simply in many cases. I tell those people look… I’m not telling you that we’re magical elves that are going to do this in some amazing way, that no one else can. We’re good, don’t get me wrong. We are very good and we employ professionals that are constantly trained, and certified and given the best possible tools to use, but ultimately you could build your own. But it is going to cost you considerably more than you will spend here, and that’s just not a good business.

Absolutely. So as we talk about potential for failure, in these, and if you’re not willing to let go and to get into marketing..

Right. If you’re the kind of guy who always wants to grow your own wheat, to grind your own flower, to make your own special crust, to make your own pizza… Go for it.

Well let’s talk about the…Tto wrap up, let’s talk about the OMD’s that are working. So what does it look like for an outsource marketing client where it is working and what are they doing to get the most out of their subscription?

They have a very crystal clear laser-like plans for their business. They understand what they’re trying to achieve, so they can give us very, very clear, your goals and if we have clear objectives, and goals that we can report back to, and they believe in the power of marketing and can then see how what we’re doing is tied directly to their goals and objectives. That type of partnership is very valuable. And we have been very lucky to… very fortunate to have worked with many different companies that have seen tremendous results that are very measurable. And many of these, I’ll just add that, these people are also a realistic. They understand that we will make experiments. Wwe will almost always experiment first, to prove out a hypothesis that a tactic or a message is effective and when we find an effective tactic and message we then go all the way in on that one to chase that particular tactic to its point of diminishing return.

If you might give us one quick story about an outsource market, department client, you don’t have to name a client if you don’t want to you, to just tell us one example of a great story of a client using outsourced marketing to get that growth they’re looking for.

Wow, you know, I would say… I’ll go back to this healthcare system. Healthcare is not a consumer-driven marketing industry, typically, but we work with a very large health system several hospitals lots of clinics and getting them connected to consumers has been a phenomenal example. So, they run-ERs, all over town. And early on, we had a hypothesis that we wanted to make it easier for people to understand what was happening in the ER and connect with the ER. So we experimented with a couple of tactics we created systems that allowed people to check in. Or at least, I would say, let her know that they were coming. We made it so super easy for consumers to do that we promoted that in the market. We then tied that to an internal wait-time tool that the hospital had and we worked with them to turn that into an external-facing tool. We paired those things together and we absolutely created… Just in the last five years, hundreds of millions of dollars in value across this entire system through increases in volume measured… increases in volume.

Wow, that’s awesome! Well Bruce, thank you so much for join me, I really appreciate you taking the time to sit down and talk to us about RSM Marketing and the outsource marketing department model.

It’s really fun, and we keep adding a couple of clients every month. So we really feel like this is a wave that we’re riding. Based on a market need, not something that we’re trying to push out on to people, so it’s a lot more fun to fulfill a market need than to try and convince people that you have a role. Thanks!

Thank you!

Thanks for listening to another episode of the outsource market, department podcast, your source for all things OMD.

If you have questions over the topics cover today or suggestions for a future topic follow the link in the description of this episode.

I’m Ryan Gates and I’ll see you next time.




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Episode 1 RSM Founding Partner Bruce Rowley talks with Ryan Gates to answer many of the initial questions business owners have about outsourcing their marketing department. Key questions answered include: What kind of companies choose to outsource? Episode 1 RSM Founding Partner Bruce Rowley talks with Ryan Gates to answer many of the initial questions business owners have about outsourcing their marketing department. Key questions answered include: What kind of companies choose to outsource? Why do they choose to outsource? What is included in an outsourcing subscription? Transcript Welcome everyone to the […] RSM Connect 29:21