Hi Mike,
I think you and I are in perfect sync. I has been pretty obvious that you have some real experience in these matters. I am looking for an agency to help with the Marketing. These would be folks who look at the product line, understand the target market, do some market research, put together a Marketing Plan with recommendations for an approach, a theme, an ad campaign, web-site look and feel, awareness activities, etc.
For example, I read an article once about how the "Redbow Popcorn Company" got started. It was founded by the guy who worked out a unique hybrid poping corn (a "propeller head" no doubt!). They had a lot of trouble selling it at first. Finally, they went to such an agency for advice (a "Marketing Plan"). The agency advised them to use the founder's name: "Orville Redenbacher" and refer to the product as "Gourmet Poping Corn". Packaging was designed (jar, label, etc.), an ad-campaign was created, and the rest is history. I'm sure that the very article I read was part of the marketing plan that the agency developed for him.
I would never want to partner with such an organization - just pay for their services. I have approached a few and they want me to provide them with the Marketing Plan. Lew seems to think that this is an entirely acceptable practice designed to "minimize their risk". At the very least, he believes that I should help them get to know me and treat them like a partner (the "WE" stuff). I don't think I want to pay anybody for doing work that they should be doing for me. I also think that they should be trying to get my business, I shouldn't be trying to get them to take my business. And, finally, I don't ever want them to forget who is paying the bills!
On the other hand, there are organizations where such a "partnership" of sorts is entirely appropriate. For example, an independent Sales Agency would certainly need to see a Marketing Plan. Such a thing is absolutely necessary for a sales force. They should certainly be included in and coordinated with any advertising and awareness activities. The word "WE" would be very appropriate and probably get used quite often. Perhaps Lew has confused the Marketing Agency with the Sales Agency. It's my understanding that HPs first sales rep was an independent named Norm Neeley. The whole deal was made on a handshake and Norm went off to sell oscillators to Disney!
Fund rais> > They can find out as much as they like without my lifting a finger.