It very much depends on what you are trying to achieve and the resources you have. It also depends on what you mean by ‘experts’? Being in-house does not mean you are not an expert. Ultimately you are the experts on your product – the museum you work in.
I am practically two sides of the coin. I am on one hand managing an in-house marketing team on the other I am also a marketing consultant at 2 Aardvarks. So I can argue for both sides. :)
What else does it depend on?
If you have already had someone managing marketing for a certain period of time and their efforts have not brought the outcomes desired by the organisation, maybe this is the time to ask for external help. Maybe you have been looking at the problem too long and now it has become too murky to see. (like me in this 100 years old mirror at the Cecil Higgins Museum in Bedford).
An external pair of eyes can sometimes help to identify issues that your in-house expert might not have noticed. Or quite often the organisation is more receptive to ideas presented by a consultant (even if your in-house expert has been recommending exactly the same thing for years). It may just need a new voice to present the ideas in a different way.
Money / funds
If you can’t afford to sustain a marketing person in the organisation, an external expert that comes in, prepares a strategy and helps you implement it as a one off could be helpful. Sometimes specific projects include marketing funding in the bid or budget. In this case using a consultant means you don’t have to recruit a permanent member of staff for this short-term need.
What do you need when hiring an external expert/consultant?
A clear aim
A comprehensive brief
Have a dedicated contact person
Now, that is what I think, if you have any more questions or want more help on this you can leave a message below or contact me on twitter @JaneShowell
#museumhour is every Monday between 8-9pm UK time. This is based on a museum hour discussion on Monday 17 February 2015.
| || |