According to the Centennial Edition of Emily Post’s Etiquette, the proper formal dinner place setting should have no fewer than seventeen pieces. This includes glasses, plates, and all the pertinent silverware.
Much importance is given to their accurate placement. “If the great world of society were a university which issued degrees to those whom it trains to its usages,” Post wrote in 1922, “the magna cum laude honors would be awarded without question, not to the hostess who may have given the most marvelous ball of the decade, but to her who knows best every component detail of preparation and service, no less than every inexorable rule of etiquette, in formal dinner-giving.”
Your marketing plan should be no different. Containing many pieces which should be arranged correctly for maximum efficacy, marketing is one thing you don’t want to improvise.
The right IMO should arrange those pieces for you and set you up for success. To do so, here’s just a few of the things every IMO should offer.
Brand Creation and Refreshing
A thorough IMO, in their marketing approach, should first take at crack at your company logo and overall appearance. Have you been handing out the same business cards since the Clinton administration? Is your letterhead optimally formatted for fax machines?
The right IMO should recognize if your brand could use a facelift, offer the resources to come up with a new logo (and name, if need be), and follow through with a fantastic new brand to take your business into the future. Once that’s in place, they should design an entire toolbox of supplies — letterhead, envelopes, banners … anything you could need to represent your business with a fresh coat of paint.
Event Idea Generation
A new logo gets your foot in the door — a great event keeps it there.
Whether it’s a general event for all your clients or a special event targeted at a particular demographic, getting the right event on the calendar takes your practice to the next level. But if you’re short on ideas (or spaces), the right IMO should be able to suggest events perfect for your particular situation. Is your market in a bustling food scene? They should tell you to hire a food truck. Clients need to dump excess papers after tax season? The right IMO should suggest hosting a shred event.
They should also be able to craft custom invitations to get the word out about your event. If you need an email, a physical invitation, or both, your IMO should be able to craft both in time for your event.
Website Design and Maintenance
More than any individual employee, your website is the face of your practice. That’s why you want to make sure yours is looking its best — and functions just as well. The right IMO should be able to provide the resources for great content, layout, and programming. This integrated approach ensures your site runs efficiently when you need it — and can be updated quickly when you want it.
Beyond the basic operation, the right IMO should also apply your personal touch to your site. It is, after all, yours — they’ll make sure your voice and personality comes through strong.
Finding the Right IMO
Having educated yourself on this subject, you might now be asking: where can I find the IMO who knows how to arrange my marketing?
The good new is: you’re already there! Impact performs all the above roles and more — and we’ve won awards for our efforts. Subscribe to our YouTube channel for daily marketing and IMO content, and give us a call if you want to see what we’re capable of in person.
