The Plight of Route Marketers in Search of Support and Direction
In the vast sea of today’s route marketing professionals, these marketers are trying valiantly and often find themselves stranded on an isolated island, cut off from the mainland of management support and experience. This isolation leads to a challenging and frustrating experience, as route marketers are tasked with navigating their campaigns and strategies with very little effective direction. Let’s explore the reasons behind this isolation and its concerns, as well as potential solutions to bridge the gap.
Route marketers, often responsible for executing marketing strategies in their region, face a unique set of challenges. They’re the ones who create and implement campaigns, interact with local prospects and clients, and ensure that marketing efforts align with the specific wants and needs of their prospects – all the while meeting the expectations of the bosses – the employer. However, despite their critical role in the success of a company’s marketing efforts, they are frequently left to their own devices.
One primary reason for this isolation is the hierarchical structure of many restoration companies. The owner or GM where’s a lot of hats and simply can’t devote the needed attention to the marketers. Route marketers are the bridge between the grand strategy of the owner and the success the marketer has in the field. Sadly, they are often overlooked in the decision-making process, and rarely ever provided legitimate advice and coaching that meets our societal expectations of 2023.
Additionally, route marketers are often seen as the experts, and management may assume that they can handle their responsibilities independently. While local knowledge is invaluable, it doesn’t replace the need for effective management, support, and direction. Route marketers usually lack the experience, resources, and guidance necessary to make informed decisions about what’s appropriate in today’s marketplace.
The consequences of this isolation can be detrimental. Without adequate management support, route marketers may struggle to align their efforts with the company’s broader goals, potentially leading to inconsistency in messaging and suboptimal use of resources. The lack of clear direction can result in inefficiencies, missed opportunities, and a sense of frustration among route marketers.
Furthermore, this isolation usually leads to feelings of disconnection from the rest of the company – especially if they are really struggling to get clients. Route marketers may find themselves on an island both physically and metaphorically, separated from the central team and the decision-makers. This can lead to a sense of demotivation and hinder the overall cohesiveness of the marketing efforts.
So, how can organizations address this issue and provide the support and direction route marketers need to thrive? Here are some potential solutions:
Regular Communication: Establish clear lines of communication between the central team and route marketers. Regular meetings, updates, and feedback sessions can help bridge the gap and make sure that route marketers are aligned with the broader strategy.
Training and Development: Invest in training and development programs for route marketers. Equip them with the skills and knowledge they need to make informed decisions and effectively execute localized marketing campaigns. It’s a major disservice to the marketer and the company to “throw them in the deep end’ since most marketers aren’t going to succeed with guidance.
Resource Allocation: Provide route marketers with the necessary resources, whether it’s budget, tools, or access to data. Adequate resources are crucial for executing successful campaigns. In our experience, most marketers are willing to learn if provided with the right resources and coaching.
Clear Metrics and Guidelines: Develop clear guidelines and frameworks that help route marketers align their efforts with the company’s overall goals and brand identity. Tracking statistics or KPI’s and posting them for all to see is one way to be sure they’re aware of whether they’ve achieved goals or not. “What gets measured gets done.”
Mentoring and Support: Providing coaches or advisors to route marketers to provide guidance and share their expertise is vital. This is obviously a somewhat self-serving comment since The CREST Network does coaching for marketers. However, there are many coaches in the market that are qualified, and most would be helpful to the marketer. Just a word or two of caution: Be careful that you don’t hire a “newbie” in the coaching world, and don’t hire a “one-size-fits-all” coach.
Finally, route marketers are often left isolated, managing their marketing efforts with minimal management support or experience. This isolation can have detrimental effects on both the route marketers themselves and the company’s marketing strategy.
By implementing the solutions outlined above, restoration companies can bridge the gap, create a more supportive environment, and empower route marketers to excel in their critical role as the local marketing professionals. Only by recognizing the value of their work and providing them with the support and direction they need can companies truly harness the power of route marketers to drive success in these new and ever-changing markets.
By Dick Wagner, Co-Founder The CREST Network, LLC
Nationally recognized coach, consultant, trainer, and speaker
Creator of the renowned PREP™ pre-disaster program
Owner of AskDickWagner.com BLOG
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