The title above sounds obvious, right? Of course, you want to work with someone who knows what they are doing and has done it successfully many times. But you’d be surprised how often at our agency, Base Beauty, our COO Aleni Mackarey, Ph.D., MS, and I talk to business leaders who have considered choosing an agency with a big Madison Avenue name, sprawling departments, and a portfolio that includes everything from banks to dog food. That works for some businesses, but it’s not our approach.
Sixteen years ago, when I started Base Beauty Creative Agency, I took the bold step of positioning the agency as a specialist in the beauty and wellness space. People said I was crazy to do that. People told me that I had ideas and experience and a talented team that could provide creative direction and marketing strategies for anything, from auto parts to computers to widgets. They questioned why a fledgling company would narrow the pipeline of potential clients as we were finding our footing. But I didn’t listen. My passion and my experience—as well as the passion and experience of those working with me—were in beauty, and I believed then, as I do now, that there is value in being a specialist. Here’s some of what we provide with our deep experience:
- We know the beauty and wellness industries inside and out, and while we track and follow trends, we also establish them.
- We follow all the industry news and often make the news.
- We attend and participate in industry events and often speak at them.
- We sponsor and produce webinars and IRL seminars as we share our knowledge with our industry peers.
- We learn from sharing stories and ideas with colleagues across many platforms, including speaking intimately with 230+ industry leaders on our top-rated beauty and wellness podcast, WHERE BRAINS MEET BEAUTY™.
All of this gathered expertise gives us an expansive view of a vast, complicated, and growing industry. It gives us a broad and deep look at industry trends, helping us determine which clients are the best fit for us and how we can optimize their resources to help them stand out from their competition. It also expands our network of talent, which benefits our clients. When it comes to knowledge, more is more.
Think of it this way: No one hesitates to seek out a specialist vs. a generalist when it comes to your health. If you need surgery on your big toe, you choose a foot surgeon who has performed your big-toe operation hundreds of times, not the general surgeon who operates on knees, backs, elbows…and everything. A no-brainer, right?
Want every advantage in crafting your marketing campaign, whatever field you’re in? Want to make sure you’ve explored every corner of your industry? Want to work with those who have an all-inclusive view of industry trends and thinking? Hire an expert.