Data Cleaning and Consumer Mailing Lists information: You pay only for type, illustrations, and a camera-ready ad. But these days, most standard advertising agencies charge on a fee basis, the fee depending upon the amount of work and time required to service your account. As a guerrilla, you may want to set up your own house ad agency so that you can earn the 15 percent discount, but perform your own services. It's a fair amount of work, but can save a fair amount of money for you.

 

The consultant is paid a fee one time and that's it. The fee covers either several projects or anywhere from one to three months. If he or she is needed down the road, then another fee is charged. You may want to keep a consultant by paying a monthly retainer fee for continuing counsel. A smart entrepreneur might also have an ongoing relationship with an art director. A success-oriented entrepreneur will hire a smart marketing consultant to help draft a marketing plan and a professional marketing creative strategy.

 

That person designs the logo, the ads, the brochures, the circulars, the Yellow Pages ads, the mailing pieces, the signs—everything that needs designing. The art director is paid by the hour, by the ad, or by the project. Usually, it is by the hour. If you have a regular need for artwork, perhaps a monthly retainer fee can be established. You might also hire a copywriter who charges by the hour or by the ad.

 

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And you might employ a media-buying service to place all your ads for you, at a charge of from 3 to 10 percent of the cost of running the ads. Since a media-buying service can save you 15 percent, the 10 percent it may charge actually amounts to a savings of 5 percent for you.

 

At times, you might also wish to hire a professional research firm that charges by the project. And you might need the services of a photographer or an illustrator. As marketing emerges from its infancy and companies wise up to its requirements, they look to a wide variety of sources for new ideas. A 1997 study revealed that 59 percent of them look for innovative thoughts from in-house teams, while 21 percent look to advertising agencies.Be sure they all follow your marketing plan and pull in the same direction.

 

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