10 tips for finding the perfecting marketing agency–part 2
Tuesday, May 5th, 2009 - by Becky Sheetz-RunkleHow do you choose the perfect marketing or PR agency for your company? Read on for some advice. And be sure to check out the four essential ingredients you’ll need before selecting a marketing agency.
The first three tips from part one were:
1. Delivery commitment
2. Seeing the big picture.
3. What’s the ROI?
Now on to 4 and 5….
4. Order up. No good agency will be content to simply follow orders. If the agency is tuned to your business objectives, they’ll want to do their part to help steer you to your goal. (And if they’re good, of course they’ll be tuned to your business objectives.)
Among the most sought-after strengths of a marketing firm are their creative prowess and innovative ideas. If you want their best, you’ll need to give them some freedom. Even the best agencies and creative pros will become apathetic and slip into order-taker mode if they believe their ideas aren’t being heard. This isn’t good for them—or for you.
5. Birds of a feather. You’ll want your agency to have a track record serving businesses like yours. If you’re selling to government, they must know that market. If you need to reach female consumers, your agency must have demonstrable expertise there. Find out where they’re strong and the difference they have made for those brands. If you’re looking for full service, find an agency that can and has delivered.
Check back soon for the rest of the five tips!
June 12th, 2009 at 12:01 am
I would like to add that consulting firms are often better positioned than marketing agencies to make a difference in company’s marketing strategy, as they have a superior access to market data and the know-how of what really works. I just started a blog about marketing of technology. For anyone in the tech sector, please click my name to see the blog. Feel free to contribute.