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Welcome to the The Marketing Source e-newsletter! Our goal is to provide
you with real-world marketing tips that you can put right to work in
your organization or business. If you have any ideas for articles, please
send them along.
Choosing the Advertising Agency that Fits
Selecting the wrong creative partner is a waste of money and time that
can turn an exciting project into an exercise in frustration. Sure, you
want a firm with outstanding creative skills. But you need an agency
that bases their top-notch creative work on a solid foundation of strategy,
knowledge and understanding of where your organization is trying to go.
Start with Your Strategic Communications Plan
Do you need a whole new campaign? Want to update some old but effective
creative? Need someone that specializes in web design or in direct marketing?
The advertising agency you choose should be based largely on your strategic
communications plan.
Do Your Homework
Do some digging. Talk to other companies who have great advertising
and do some research on the Internet about agencies in your area. Most
agencies' web sites allow you to see client lists and view samples of
their advertising, so you can get a good feel for what the agency does.
Make a list and contact five to ten agencies of interest. Introduce
yourself and do a brief phone interview. Know ahead of time what are
your "deal-breakers." There is no point in talking further
to an out out of town agency if you want a local one or if they work
for your primary competitor and can't work for you.
Like what you hear on the phone? Ask the agency to submit a package
of materials that describes their strategic approach, staff, capabilities
and clients. Also request references, and recent work samples.
Pare your list down to three to four agencies with whom you would like
to meet. BTW there is no magic in limiting presentations to three or
four, but it keeps the process manageable.
Next step: PRESENTATIONS. Ask the agencies to make a presentation that
covers their capabilities, highlights their work and their client approach.
You will also want to discuss fees, who will be assigned to your account
and other issues. Be sure to allow plenty of time for questions and answers.
Questions to Ask
Your goal is to find an agency that fits well with your organization.
Here is what we look for when helping clients find creative talent.
- Is the work good? Look at the agency's work with a critical eye.
You should also see a good range of work - different approaches and techniques
for different types of clients.
- Do they get results? Creative is important, but results are what
count. Question the agency about the results of their campaigns,
how they are evaluated and if they can quantify those results.
- Who will work with us? Make sure to meet your team. Do your personalities
mesh? Can you really talk with them the way you need to? Do they listen?
- Big firm vs Small Firm? A big name group may be the best fit, but
it may not. Think about whether you want to be a small fish in a big
pond and what that will mean in the day-to-day work.
- Client retention? It is true clients come and go, but great agencies
help their clients grow and find new ways to help them. You want a
firm that can help you over the long term, increasing its value as
they learn more about your organization.
What the Agencies Need from You
New client presentations are hard work for agencies. You should make
sure the prospective agencies know you value their work and their time.
Here's how:
- Explain your process clearly and set firm deadlines. Tell them
how and when you will make your decisions.
- Provide agencies with some information about your organization and
pending projects so they can tailor their presentations and materials
to your needs.
- Don't expect agencies to produce "spec" work.
- Let all the agencies you talk to know your decision. It's unfair
to leave agencies hanging while they wait for your decision, only to
hear through the grapevine or newspaper you hired someone else.
Building a good, long-term relationship with an agency can help you
produce an outstanding brand and results-driven advertising. But put
aside the glitz and glamour and focus on the nuts and bolts. With a little
work and planning, you can find the right agency to make you shine.
If you still feel lost in a sea of possibilities for creative services,
we can help.
Contact us, and we will send you
a detailed list of questions you can use in interviewing your prospective
agencies. If you need more help, we can manage the selection process
or review your strategies to make sure you are headed in the right direction
before you hire an agency.
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