Everybody’s A Consultant!
It amazes me how many individuals and agencies claim the throne of consultant these days. More and more Linkedin profiles, website portfolios, and business cards are catching my eye when I glimpse over this self-given title. What is a consultant? What is so intriguing about the concept of this position? What business course or educational practices have to be completed to receive this rewarding title? The truth is no one really knows…
The more I ask these questions the less I am impressed with the answers that I find. In my experience a consultant can be of great help or none at all. The title of consultant seems to follow with claims to knowledge in marketing tools like “SEO” or “social media”. Yet in most cases these claims are only general knowledge that majority of people think they already know and can confirm by a simple Google search. And better yet, these consultants won’t lift a finger to complete a task themselves but have no problem collecting top tier wages even if they are wrong. Corporations are paying out millions of advertising dollars a year to consultant agencies that provide a service without guarantee! Why not save some greenbacks and send your employees to training classes?
The best answer I can give is time. We live in such a fast paced, disposable era that no one has the time to learn. Even today’s CEO’s are more willing to be told what to do rather than learn how to do it. There is so much knowledge to be had that DaVinci himself couldn’t possibly be able to wrap his mind around the techniques of a finely tuned, multi point, cross market ad campaign! A staff of 30 people can barely deliver a successfully national ad project on time. If you’d like to argue that ask any creative director who works for a major ad firm how much sleep they got in 2012.
Coming back to the topic my point is that consultancy is a right that only the best and most experienced should be able to rightfully claim. Good advice about creative branding and Internet marketing topics can be priceless or in this case should not be cheap. Important marketing information must hold its value in dependability. So if you find yourself in the presence of a consultant listen to what they are saying and think about the relevance of the information. No matter the product or service one statement always seems to reign true, if you can truly benefit from the information you will have proof in the numbers.
Source: Concept Envy Creative
Zach Beaman | Co-Founder, CMO, & Creative Director