The pros and cons of in-house marketing for fashion companies
Small and medium sized fashion companies know specially how highly competitive the market is nowadays, and just how hard it is to gain your spot and raise customer loyalty. It is needless to say that a strong marketing strategy will help your overall business strategy stand and make your business achieve your goals.
With so much on the line, you have to make the important decision about whether to hire an agency or manage all of your promotional activities yourself. The truth is, there are pros and cons for both solutions. It will ultimately come down to what's most important for your brand.
The case for do-it-yourself marketing
You have total creative freedom
Your team is on the ground-floor from day one, coming up with ideas and creating content for campaigns. You can take risks, or play it safe. There is no one else making these decisions for you. If one promotional strategy doesn't resonate with your audience, you can redefine your approach and try again.
There are no middle-men
There is little room for miscommunication when you're doing it yourself. You can make changes in real-time if something doesn't feel right, or decide to go in a completely difference direction without paying anything extra.
It's free of costs
There are no upfront costs to DIY marketing. You don't have to sign any contracts or lock yourself into a year-long subscription. All you have to do is tap into your own creative genius and roll up your sleeves to bring your ideas to life. Plus, there are free tools you can use to set up your campaigns and keep them organized, such as:
MailChimp for email marketing
WordPress for blogging and website content
Canva for building custom graphics
Master new skills
Like the old "if you teach a man to fish" idiom, DIY marketing gives you the tools and knowledge you need to independently manage your business' promotions. Through trial-and-error, you'll learn the secrets of running successful marketing campaigns that will pay dividends in the long run.
It's a full-time job (or at least a part-time job)
There aren't any upfront costs in managing your marketing in-house, but it will work its way into your budget. For promotions to be successful, you have to commit to setting aside a decent chunk of time every day. Can you afford to lose this time? If not, you'll need to assign the work to another trusted member of your team and make room into his or her schedule. At the end of the day, you may have to hire someone new to fill in the gaps, which adds to your overhead.
There's a learning curve
Your marketing efforts aren't going to be an overnight success, and you'll probably make some mistakes along the way. This is one downside of managing all of your promotional activities in-house. It takes time to learn the ins and outs of different platforms and strategies before you can really be effective.
Is in-house marketing the right way to go?
There is no right answer to the question about whether it's best to DIY or hire a marketing agency. It all depends on your team's strengths and your business' needs. A fashion company that's strapped for resources and on the verge of breaking into a new market might want to splurge on an agency for a little extra help. On the other hand, a cash-strapped business that's got a creative staff with a background in digital might feel more comfortable doing all the work themselves.