4imprintcom

Se lect ing the R ight Agency

copy 2012 4imprint Inc All rights reserved

Choosing the r ight market ing support to bui ld your business

For most companies who want to grow their client base promote a specific

product or perhaps even launch a new initiative there often comes a moment

of truth and a daunting question to tackle specifically ldquoHow do we market

ourselvesrdquo

If your company has a marketing department you may already feel like you

have a handle on the situation But if your marketing department is at maximum

project capacity while supporting internal needs or if the department is highly

specialized and yoursquore seeking expertise outside of existing staff it may be

time to look for external support And if you donrsquot have an internal marketing

department to speak of perhaps it goes without saying Itrsquos time to look for

a partner

But how And where to begin

The question of how to choose the right support for your marketing

needs is anything but a small consideration

In fact the process of choosing an agency can be incredibly involved

overwhelming and time-consuming And much is at stake In the blizzard

of information and advertising we all live in today itrsquos more important than ever

to develop effective marketing techniques that speak to our target audiences

indeed the success of your business depends upon it Thankfully with the right

preparation there are some practical steps business leaders can take to ensure

the process goes smoothly Most importantly by taking a measured approach to

selecting the marketing support you need you increase your chances of realizing

the end results you seek And letrsquos face it thatrsquos why yoursquore looking for assistance

from marketing experts in the first place

But first you must ask yourself what kind of support you need Consider first the

scope of your project Are you looking at a quick short-term project or a longer-

term relationship for a full-fledged campaign or ongoing marketing efforts Are

your needs specific to Web Are they primarily design focused Or do you just

need writing support The truth is these needs differ widely from one another

and the level of partnership you need to help attain your goals differs widely as

well depending upon the scope of your project

copy 2012 4imprint Inc All rights reserved

Typically an organization is ready to explore marketing agency offerings when

theyrsquove reached a high level of dissatisfaction with their existing agency or when

they have a specific marketing need whether short- or long-term If you feel as if

your business isnrsquot growing as it should if you know you have specific marketing

support needs to build your business or if you have initiatives without the

internal marketing capacity or expertise to handle them itrsquos time to consider

your options

If it seems your business is not ready for a contract with a full service

agency there are other options for meeting your communications

and marketing needs For example you may want to consider hiring

an internal marketing manager if you donrsquot already have one This

individual could have the broad-based experience to give you the

support you need for less than the cost of a contract with an agency But

chances are if yoursquore researching how to select the best agency for your company

needs yoursquove determined your organization is big enough and has sufficient

needs to support a contractual arrangement with an agency Now itrsquos time to roll

up your sleeves and get to the work of selection

Analyze your needsExperts say businesses which are considering hiring an agency must start by

first taking a step back and examining what kind of agency is needed This is

dependent upon how much responsibility you can handle in-house as well as the

weight of your project or overall need

This is also a good time to determine whether you need an agency at all or if

outsourcing the project to a freelance writer designer or public relations and

marketing professional would fulfill your needs sufficiently Freelancers can have

lower overhead and lower hourly fees which can be an important consideration

for those with tight budgets They also have their drawbacks mainly in the form

of limited capacity and expertise In addition freelancers who cannot provide

service in all areas you require may need to bring on their own subcontractors to

get the job done Agencies meanwhile may have a cohesive team at the ready

to tackle your project or marketing plan In fact many agencies are flush with

talented experienced communicators who specialize in everything from media

placement to marketing strategy copy writing design and Web development

When chosen well they can become your right hand as far as sales and marketing

go too Many companies depend upon them as part of their long-term business

development strategy which is a priceless result of the partnership

So before you even start researching whatrsquos available as far as agencies go yoursquoll

want to ask yourself a few pointed questions1

1 Levinson Jay C ldquoWhat to Look for in an Ad Agencyrdquo Inccom Inc 13 Sept 2000 Web 05 Apr 2012 lthttpwwwinccomarticles20000920317htmlgt

copy 2012 4imprint Inc All rights reserved

Choosing the r ight market ing support to bui ld your business

For most companies who want to grow their client base promote a specific

product or perhaps even launch a new initiative there often comes a moment

of truth and a daunting question to tackle specifically ldquoHow do we market

ourselvesrdquo

If your company has a marketing department you may already feel like you

have a handle on the situation But if your marketing department is at maximum

project capacity while supporting internal needs or if the department is highly

specialized and yoursquore seeking expertise outside of existing staff it may be

time to look for external support And if you donrsquot have an internal marketing

department to speak of perhaps it goes without saying Itrsquos time to look for

a partner

But how And where to begin

The question of how to choose the right support for your marketing

needs is anything but a small consideration

In fact the process of choosing an agency can be incredibly involved

overwhelming and time-consuming And much is at stake In the blizzard

of information and advertising we all live in today itrsquos more important than ever

to develop effective marketing techniques that speak to our target audiences

indeed the success of your business depends upon it Thankfully with the right

preparation there are some practical steps business leaders can take to ensure

the process goes smoothly Most importantly by taking a measured approach to

selecting the marketing support you need you increase your chances of realizing

the end results you seek And letrsquos face it thatrsquos why yoursquore looking for assistance

from marketing experts in the first place

But first you must ask yourself what kind of support you need Consider first the

scope of your project Are you looking at a quick short-term project or a longer-

term relationship for a full-fledged campaign or ongoing marketing efforts Are

your needs specific to Web Are they primarily design focused Or do you just

need writing support The truth is these needs differ widely from one another

and the level of partnership you need to help attain your goals differs widely as

well depending upon the scope of your project

copy 2012 4imprint Inc All rights reserved

Typically an organization is ready to explore marketing agency offerings when

theyrsquove reached a high level of dissatisfaction with their existing agency or when

they have a specific marketing need whether short- or long-term If you feel as if

your business isnrsquot growing as it should if you know you have specific marketing

support needs to build your business or if you have initiatives without the

internal marketing capacity or expertise to handle them itrsquos time to consider

your options

If it seems your business is not ready for a contract with a full service

agency there are other options for meeting your communications

and marketing needs For example you may want to consider hiring

an internal marketing manager if you donrsquot already have one This

individual could have the broad-based experience to give you the

support you need for less than the cost of a contract with an agency But

chances are if yoursquore researching how to select the best agency for your company

needs yoursquove determined your organization is big enough and has sufficient

needs to support a contractual arrangement with an agency Now itrsquos time to roll

up your sleeves and get to the work of selection

Analyze your needsExperts say businesses which are considering hiring an agency must start by

first taking a step back and examining what kind of agency is needed This is

dependent upon how much responsibility you can handle in-house as well as the

weight of your project or overall need

This is also a good time to determine whether you need an agency at all or if

outsourcing the project to a freelance writer designer or public relations and

marketing professional would fulfill your needs sufficiently Freelancers can have

lower overhead and lower hourly fees which can be an important consideration

for those with tight budgets They also have their drawbacks mainly in the form

of limited capacity and expertise In addition freelancers who cannot provide

service in all areas you require may need to bring on their own subcontractors to

get the job done Agencies meanwhile may have a cohesive team at the ready

to tackle your project or marketing plan In fact many agencies are flush with

talented experienced communicators who specialize in everything from media

placement to marketing strategy copy writing design and Web development

When chosen well they can become your right hand as far as sales and marketing

go too Many companies depend upon them as part of their long-term business

development strategy which is a priceless result of the partnership

So before you even start researching whatrsquos available as far as agencies go yoursquoll

want to ask yourself a few pointed questions1

1 Levinson Jay C ldquoWhat to Look for in an Ad Agencyrdquo Inccom Inc 13 Sept 2000 Web 05 Apr 2012 lthttpwwwinccomarticles20000920317htmlgt

copy 2012 4imprint Inc All rights reserved

Typically an organization is ready to explore marketing agency offerings when

theyrsquove reached a high level of dissatisfaction with their existing agency or when

they have a specific marketing need whether short- or long-term If you feel as if

your business isnrsquot growing as it should if you know you have specific marketing

support needs to build your business or if you have initiatives without the

internal marketing capacity or expertise to handle them itrsquos time to consider

your options

If it seems your business is not ready for a contract with a full service

agency there are other options for meeting your communications

and marketing needs For example you may want to consider hiring

an internal marketing manager if you donrsquot already have one This

individual could have the broad-based experience to give you the

support you need for less than the cost of a contract with an agency But

chances are if yoursquore researching how to select the best agency for your company

needs yoursquove determined your organization is big enough and has sufficient

needs to support a contractual arrangement with an agency Now itrsquos time to roll

up your sleeves and get to the work of selection

Analyze your needsExperts say businesses which are considering hiring an agency must start by

first taking a step back and examining what kind of agency is needed This is

dependent upon how much responsibility you can handle in-house as well as the

weight of your project or overall need

This is also a good time to determine whether you need an agency at all or if

outsourcing the project to a freelance writer designer or public relations and

marketing professional would fulfill your needs sufficiently Freelancers can have

lower overhead and lower hourly fees which can be an important consideration

for those with tight budgets They also have their drawbacks mainly in the form

of limited capacity and expertise In addition freelancers who cannot provide

service in all areas you require may need to bring on their own subcontractors to

get the job done Agencies meanwhile may have a cohesive team at the ready

to tackle your project or marketing plan In fact many agencies are flush with

talented experienced communicators who specialize in everything from media

placement to marketing strategy copy writing design and Web development

When chosen well they can become your right hand as far as sales and marketing

go too Many companies depend upon them as part of their long-term business

development strategy which is a priceless result of the partnership

So before you even start researching whatrsquos available as far as agencies go yoursquoll

want to ask yourself a few pointed questions1

1 Levinson Jay C ldquoWhat to Look for in an Ad Agencyrdquo Inccom Inc 13 Sept 2000 Web 05 Apr 2012 lthttpwwwinccomarticles20000920317htmlgt

copy 2012 4imprint Inc All rights reserved

1 Do you really need an agency Maybe you only need a freelancer

Create a list of things you require Are you looking for assistance with

planning research development of creative or selection of media Is it

all of these Or something else

Here are some indicators that a freelancer is the right choice for you

bull The size of your project is small with a specific start and end

point This could include brochure development a small website

or web updates some client letters or a newsletter

bull Your budget is limited Freelancers often charge by the hour

though some do charge by the project

bull You do not have a recurring variety of work Newsletters are

often outsourced to freelancers but if you can see that your

needs will blossom in the future to a wide variety of related

projects and freelancer may not be the right choice

bull You do not need marketing strategy Many freelancers focus on

project output rather than strategy development (though there

are exceptions) If you already have your strategic thinking cap

on if the path is well-defined a freelancer can offer valuable

support to your resulting projects

On the other hand if you find that you need the support of one or

more people to launch your marketing projects and initiatives if

you have a significant number of projects but donrsquot believe itrsquos cost

effective to hire additional full-time staff if you are looking to further

develop your brand and want a long-term partnership you will want

to look into partnering with an agency

Industry insiders point out that the term ldquoad agencyrdquo is a misnomer

in todayrsquos business climate In fact the ideal agency knows that

advertising is just one form of marketing and there are many other

opportunities and communications vehicles for reaching a chosen

target audience If the agencies you are considering focus just on

advertising that should be a red flag for you You want your ad agency

to become an essential part of your marketing team not just an ad

creator2

More on the variety of agencies later

2 Do you want to handle the media buying in-house or hire the agency

to handle it You could save money by bringing it in-house but if you

2 Inc Staff ldquoHow to Select an Ad Agencyrdquo Inccom Inc 13 Sept 2000 Web 05 Apr 2012 lthttpwwwinccomarticles20000920316htmlgt

copy 2012 4imprint Inc All rights reserved

donrsquot have the resources to do so bringing the right partner on board

who has the expertise you need can save you a great deal of time

effort and frustration Many companies explore this solution when

they are at max capacity choosing an agency to create and place media

buys Problem solved

3 How will the agency be paid Will it be paid for the commission it

earns on media buys plus the commission it earns on production Or

will you agree on a flat fee If opting for the hourly route you may

want to request a monthly estimate of what those hourly fees will be

for planning purposes Of course agreeing on a flat fee can ensure

there are no unwelcome surprises down the road

4 Why are you leaning toward a specific agency Is it because they offer

a specific kind of expertise Take care to choose an agency that will

help you differentiate yourself from the competition

5 Does the agency have measurable experience in direct marketing

and the Internet If not and if this is an area you are interested

in exploring for your marketing needs you may want to consider

other options Experts say both direct marketing and Internet-based

initiatives are essential components of a comprehensive marketing

plan and that they continue to grow in importance

6 Can the agency handle all of your needs This is where having a

clear picture of what you want from your agency will be helpful Are

you looking for them to help launch new products and if so how

much experience do they have in launches Do they have access to

comprehensive public relations services (if you determine you are

looking for that) Your project may have many components and

deliverables look for an agency that has a history of achieving goals

like yours and doing the job well

7 Does location matter Communication is so immediate these days

thanks to email faxes cell phones and other technology for some

location doesnrsquot matter But if you want regular face-to-face contact

with members of the agency you hire (that is not in a Google+reg hang

out or via Skypereg) that limits your choices If you choose someone

outside your immediate area are there aspects of the business

relationship that will come up short for you

8 Who will be in charge of advertising decisionsmdashsomeone from

the agency or someone from your business Do you respect that

individual

9 Do you love the work the agency has done in the past Are you happy

with the measurable results theyrsquove shown you Do you like the people

of the agency and trust them Note whether they brag about awards

theyrsquove won or speak to profits their clients have realized In the end

itrsquos about results

copy 2012 4imprint Inc All rights reserved

What k ind of agencies are out there There are a wide variety of agencies to choose from when it comes to selecting a

partner in your marketing efforts and they vary in size from small shops to

multi-agency conglomerates Itrsquos important to match your companyrsquos specific

needs with the agency that will best fulfill them Here are a few types of

agencies available to businesses

1 Creative agencies These specialize in designing the look and

feel for your company or your ad campaign They may pair

with media agencies to offer full-service for ad buying

2 Media agencies These focus on buying and placing

the advertising your company wants They can assume

responsibility for the overall planning of your campaign alleviating a

lot of the workload from your in-house staff

3 Specialist advertising agencies These agencies focus on a particular

type of advertising such as corporate recruitment health care

financial retail travel or other industries and niches While they may

be an attractive option because of their inherent knowledge of your

given industry it is important to also consider the benefits of working

with agencies that offer new ideas and who can help differentiate your

products and services from the competition

4 Interactive agencies These specialize in e-communications and

marketing development They may offer everything from Web design

and website development to SEO support Internet marketing and

e-commerce consulting Overall they specialize in marketing for these

highly digital times

5 Social media agencies These agencies specialize in harnessing the

power of the social media landscape including marketing platforms

such as social networking sites and blogs

6 General marketing agencies and consultants Wider and more inclusive

in scope than any of the other agencies listed here general marketing

agencies may provide general marketing consultation while also

offering support in any of the other niche areas described If your

organization is looking for broad-based support that may include

social media Web writing design and creative development a general

marketing agency may be for you

7 Freelancers Discussed earlier freelancers can offer an alternative

to agencies and are suitable for initiatives with limited scope for

example when you have in-house employees who require someone

who can share the workload for a specific need While they may be

limited in capacity and specialized in expertise they sometimes cost less

than agencies and have the flexibility to take on smaller projects

copy 2012 4imprint Inc All rights reserved

Keep in mind even if you select a full service marketing agency you may want

to explore the possibility of hiring an agency that specializes in a specific area to

ensure your needs are met with the best possible quality outcomes

Does the agency meet your needs When you have done a comprehensive assessment of what yoursquore looking for

and yoursquove determined that you do need an agency itrsquos time to hunt for the

right one Experts say when choosing an agency you may request they deliver a

presentation but request that they donrsquot spend a lot of money doing so Some

agencies will focus on putting on a good show and try to razzle-dazzle you into

signing them Donrsquot be swayed by showmanship but instead think critically

about that agency is offering and if it fits your requirements

Herersquos a checklist of primary considerations to get you started3

1 Does the agency recognize that advertising is only a small piece of the

marketing puzzle Do they propose other methods of achieving your

goals and growing your business Do they resist when you propose

other areas to explore This would be a red flag that the capabilities of

the agency are limited

2 Determine whether the agencyrsquos top talent will play a role in your

marketing efforts Meet with those who will lead the various initiatives

outlined in your marketing plan research creative design copy

Do they have the credentials you want How do you get along with

them You deserve the best for your business make sure the agency

will deliver nothing less Some experts say the best way to approach

this is to attempt to find agencies that are similar in size to the size of

your company If you are a small company contracting with a large ad

agency you may find that you do not have access to the agencyrsquos top

talent4

3 Does the agency understand your companyrsquos objectives Do they

believe they are reasonable When they put together their marketing

strategy you should clearly see their understanding of this

4 Do the people working on your account have knowledge of your

industry and an interest in your company Have they done their

homework Do they know the competitive market These are essential

to developing a good productive relationship with your agency If they

donrsquot have an understanding of what yoursquore up against they canrsquot

effectively position you for success If the industry seems too complex

for them to grasp or if they seem less than interested these are

3 Op sit4 ldquoHow to Choose an Advertising Agencyrdquo WikiHow Ed Juniper Night 11 Apr 2011 Web 05 Apr 2012

lthttpwwwwikihowcomChoose-an-Advertising-Agencygt

copy 2012 4imprint Inc All rights reserved

What k ind of agencies are out there There are a wide variety of agencies to choose from when it comes to selecting a

partner in your marketing efforts and they vary in size from small shops to

multi-agency conglomerates Itrsquos important to match your companyrsquos specific

needs with the agency that will best fulfill them Here are a few types of

agencies available to businesses

1 Creative agencies These specialize in designing the look and

feel for your company or your ad campaign They may pair

with media agencies to offer full-service for ad buying

2 Media agencies These focus on buying and placing

the advertising your company wants They can assume

responsibility for the overall planning of your campaign alleviating a

lot of the workload from your in-house staff

3 Specialist advertising agencies These agencies focus on a particular

type of advertising such as corporate recruitment health care

financial retail travel or other industries and niches While they may

be an attractive option because of their inherent knowledge of your

given industry it is important to also consider the benefits of working

with agencies that offer new ideas and who can help differentiate your

products and services from the competition

4 Interactive agencies These specialize in e-communications and

marketing development They may offer everything from Web design

and website development to SEO support Internet marketing and

e-commerce consulting Overall they specialize in marketing for these

highly digital times

5 Social media agencies These agencies specialize in harnessing the

power of the social media landscape including marketing platforms

such as social networking sites and blogs

6 General marketing agencies and consultants Wider and more inclusive

in scope than any of the other agencies listed here general marketing

agencies may provide general marketing consultation while also

offering support in any of the other niche areas described If your

organization is looking for broad-based support that may include

social media Web writing design and creative development a general

marketing agency may be for you

7 Freelancers Discussed earlier freelancers can offer an alternative

to agencies and are suitable for initiatives with limited scope for

example when you have in-house employees who require someone

who can share the workload for a specific need While they may be

limited in capacity and specialized in expertise they sometimes cost less

than agencies and have the flexibility to take on smaller projects

copy 2012 4imprint Inc All rights reserved

Keep in mind even if you select a full service marketing agency you may want

to explore the possibility of hiring an agency that specializes in a specific area to

ensure your needs are met with the best possible quality outcomes

Does the agency meet your needs When you have done a comprehensive assessment of what yoursquore looking for

and yoursquove determined that you do need an agency itrsquos time to hunt for the

right one Experts say when choosing an agency you may request they deliver a

presentation but request that they donrsquot spend a lot of money doing so Some

agencies will focus on putting on a good show and try to razzle-dazzle you into

signing them Donrsquot be swayed by showmanship but instead think critically

about that agency is offering and if it fits your requirements

Herersquos a checklist of primary considerations to get you started3

1 Does the agency recognize that advertising is only a small piece of the

marketing puzzle Do they propose other methods of achieving your

goals and growing your business Do they resist when you propose

other areas to explore This would be a red flag that the capabilities of

the agency are limited

2 Determine whether the agencyrsquos top talent will play a role in your

marketing efforts Meet with those who will lead the various initiatives

outlined in your marketing plan research creative design copy

Do they have the credentials you want How do you get along with

them You deserve the best for your business make sure the agency

will deliver nothing less Some experts say the best way to approach

this is to attempt to find agencies that are similar in size to the size of

your company If you are a small company contracting with a large ad

agency you may find that you do not have access to the agencyrsquos top

talent4

3 Does the agency understand your companyrsquos objectives Do they

believe they are reasonable When they put together their marketing

strategy you should clearly see their understanding of this

4 Do the people working on your account have knowledge of your

industry and an interest in your company Have they done their

homework Do they know the competitive market These are essential

to developing a good productive relationship with your agency If they

donrsquot have an understanding of what yoursquore up against they canrsquot

effectively position you for success If the industry seems too complex

for them to grasp or if they seem less than interested these are

3 Op sit4 ldquoHow to Choose an Advertising Agencyrdquo WikiHow Ed Juniper Night 11 Apr 2011 Web 05 Apr 2012

lthttpwwwwikihowcomChoose-an-Advertising-Agencygt

copy 2012 4imprint Inc All rights reserved

Keep in mind even if you select a full service marketing agency you may want

to explore the possibility of hiring an agency that specializes in a specific area to

ensure your needs are met with the best possible quality outcomes

Does the agency meet your needs When you have done a comprehensive assessment of what yoursquore looking for

and yoursquove determined that you do need an agency itrsquos time to hunt for the

right one Experts say when choosing an agency you may request they deliver a

presentation but request that they donrsquot spend a lot of money doing so Some

agencies will focus on putting on a good show and try to razzle-dazzle you into

signing them Donrsquot be swayed by showmanship but instead think critically

about that agency is offering and if it fits your requirements

Herersquos a checklist of primary considerations to get you started3

1 Does the agency recognize that advertising is only a small piece of the

marketing puzzle Do they propose other methods of achieving your

goals and growing your business Do they resist when you propose

other areas to explore This would be a red flag that the capabilities of

the agency are limited

2 Determine whether the agencyrsquos top talent will play a role in your

marketing efforts Meet with those who will lead the various initiatives

outlined in your marketing plan research creative design copy

Do they have the credentials you want How do you get along with

them You deserve the best for your business make sure the agency

will deliver nothing less Some experts say the best way to approach

this is to attempt to find agencies that are similar in size to the size of

your company If you are a small company contracting with a large ad

agency you may find that you do not have access to the agencyrsquos top

talent4

3 Does the agency understand your companyrsquos objectives Do they

believe they are reasonable When they put together their marketing

strategy you should clearly see their understanding of this

4 Do the people working on your account have knowledge of your

industry and an interest in your company Have they done their

homework Do they know the competitive market These are essential

to developing a good productive relationship with your agency If they

donrsquot have an understanding of what yoursquore up against they canrsquot

effectively position you for success If the industry seems too complex

for them to grasp or if they seem less than interested these are

3 Op sit4 ldquoHow to Choose an Advertising Agencyrdquo WikiHow Ed Juniper Night 11 Apr 2011 Web 05 Apr 2012

lthttpwwwwikihowcomChoose-an-Advertising-Agencygt

copy 2012 4imprint Inc All rights reserved

indicators that they may not be a good fit

5 What have they created to date Take a close look at all of it Do you

like it Does it resonate with you Have they employed tactics and

strategies in the past that might work well for you Past performance

of an agency is a good indicator of future success

6 Have they grown from the growth of their clients This is a far

better indicator than companies that have grown from adding new

clients Agencies that depend upon the acquisition of new clients for

their growth may be good at the big sell and weaker on delivery

In addition agencies that depend upon new clients may be more

interested in selling themselves to other companies than they are in

delivering on your expectations Doing the research is time-consuming

but will pay off in the long run

Another important consideration is whether your business will have access to the

agencyrsquos top talent5 Some agencies are very good at wowing companies with a

presentation delivered by their best people No matter the size of your business

you want to make sure the top talent is going to be working on your projects

How can you do that First request to meet with the people who will actually

be doing the work for your company Ask to see their portfolios Wersquore not

talking about leadership within the company but the worker bees who

will be your primary contacts and who will be implementing what you

request And then be sure the chemistry is right between you so that you can

maintain a productive successful relationship throughout the duration of your

marketing plan and perhaps beyond

Budget ing Budget is also a major factor for many companies when considering partnering

with an agency As you establish your budget experts say you should keep in

mind two important matters

1 Agencies typically charge by the hour or by the project for creative

services An hourly rate is dependent upon the market as well as the

size and experience of the agency in addition to their reputation and

client list Expect that hourly rate to range from $40 to $200 or more6

2 Agencies typically charge about 15 media commission above the

production costs for printing or development of television and radio

ads

Reputable advertising and marketing agencies will provide cost estimates for

your projects By establishing clearly the parameters of your projects and the

5 Levinson Jay C ldquoWhat to Look for in an Ad Agencyrdquo Inccom Inc 13 Sept 2000 Web 05 Apr 2012 lthttpwwwinccomarticles20000920317htmlgt

6 Gallup Betsy ldquoHow to Choose an Advertising Agencyrdquo Love To Know Business Web 05 Apr 2012 lthttpbusinesslovetoknowcomwikiHow_to_Choose_an_Advertising_Agencygt

copy 2012 4imprint Inc All rights reserved

deliverables you need you can get a clear handle on the anticipated expense of

partnering with an ad agency

Prepare to be impressedEven the most prepared marketing decision-makers can be enticed by a

particularly flashy sell So itrsquos important to recognize that knowing the

importance of these factors can fall to the wayside when a pitch

is especially impressive Thatrsquos why experts say itrsquos vital that you

separate yourself from the agencyrsquos showmanship in order to

make the right decision J Scott Armstrong of The Wharton School

at the University of Pennsylvaniareg suggests a structured procedure for evaluating

the agency proposals you get including 11 criteria 7

1 Examine the agencyrsquos planning techniques Do they present a

realistic timeline for you to consider Do they have a plan B in place

Research shows that formal planning techniques greatly improve

the performance of an organization Consider the meeting itself

as a microcosm of your larger initiative Did they plan it well If so

that is an indicator that they will be able to plan properly for your

organizationrsquos marketing or advertising needs

2 Look at your primary objectives and determine whether they made

a proper assessment of your needs Did they listen carefully Did they

sufficiently focus on your objectives Will they be able to offer you

measurable outcomes Is their compensation tied to those initiatives

Did they think critically about whether the advertising theyrsquore

proposing will offer you the best return on investment

3 Consider their use of research Do they know how to get the research

they need and how to evaluate that research for your purposes Are

they already aware of research about your target markets Experts

point out that creativity in advertising and marketing requires

knowledge Effective agencies ask a lot of questions are great listeners

and are willing to engage in extensive research to ensure theyrsquore on

the right track

4 Study their creativity What techniques or tools do they use to put

together creative campaigns Do their creative sessions have structure

that encourages productivity Even if you are not creatively-minded

you should be able to examine their process to determine whether they

are likely to reach the end point you want most Research indicates

the best way to predict success with a marketing partner is to look at

whether the group has structured creativity techniques in place

7 Armstrong J S How to Select an Advertising Agency A Structured Approach How to Select an Advertising Agency A Structured Approach Web 5 Apr 2012 lthttpwwwadvertisingprinciplescomdocsstructuredguidepdfgt

copy 2012 4imprint Inc All rights reserved

5 Have they done research on persuasive principles How will they bring

this knowledge to your campaign Even if they choose to disregard

research they should be able to show grounds for why they have made

that decision

6 Ask about alternative copy considerations What ideas did they throw

out and why Would they consider alternatives Why did they choose

what they chose

7 Inquire about copy testing Do they have any recommendations for

testing the copy and the alternatives they considered How would they

approach that project You want to make sure you team up with a

group that is open to creative testing and strives to create pieces that

have a sense of timelessness8

8 Look at the media alternatives What alternative media buys would

they consider and why Does the agency seem up to date on online

advertising but not too far ahead of your target market

9 Examine their choice in media What do they recommend as the

most effective media and why How did they determine what they

would spend Do they have a plan in place for measuring return on

investment for ad buys for the recommendations they make

10 Study team member capability and skill sets Do they bring to the table

what you want from your agency Do they have proof of performance

Would you be able to see a full list of clients so you can learn about

their successes and opportunities for improvement

11 Take a close look at the organizationrsquos values and ethics Do they have

processes in place to ensure your company puts its best foot forward

Do they have a code of ethics Do they have legal support who can

think critically about potential downfalls and anticipate potential

issues

Armstrong divides these criteria into three primary themes First itrsquos easier for

company decision-makers (thatrsquos you) to evaluate process and procedure rather

than advertising itself Industry experts advise anyone embarking on a search to

find the right marketing partners to do everything in their power to recognize the

difference between clever advertising and advertising that is effective Jay Conrad

Levinson writes in an article for Inc Magazine entitled ldquoWhat to Look for in an

Ad Agencyrdquo9 that it is important to carefully consider agencies that depend on

humor in their advertising as humor can lose its impact through repetition while

effective advertising gains impact the more frequently it runs More Levinson

points out humor may be okay for low-end purchases like candy but may not be

the best route to take if yoursquore marketing high-end offerings

8 Levinson Jay C ldquoWhat to Look for in an Ad Agencyrdquo Inccom Inc 13 Sept 2000 Web 05 Apr 2012 lthttpwwwinccomarticles20000920317htmlgt

9 Ibid

copy 2012 4imprint Inc All rights reserved

Second Armstrong points out there is great value in hiring an agency that

understands persuasive techniques And third performing a wide variety of

research is vital in a proposed campaign

Aside from this recommended structured approach there are some other factors

that can reveal a lot about the culture of an agency you are considering for your

project namely their office Experts suggest you request a tour of the facilities of

agencies you are considering or ask for an informal visit to their office Observe

the agency on a typical workday Do you like the atmosphere Do you like how

the employees work together Are they nice Does their style suit you10 Levinson

agrees that you can learn a lot about an agency simply by walking around their

office He suggests checking out the projects they are working on for other

clients Get a feel for their employeesrsquo level of excitement for creating effective

advertising Tune in especially to campaigns the agency has been using for a long

time as that can be an indicator of that campaignrsquos success

When you have narrowed down the agencies in which you are interested you will

want to request references from them Then follow up with those references

Navigat ing the big se l lUp to now wersquove looked at the nuts and bolts of marketing partners yoursquove

analyzed your business marketing and advertising needs and you have looked

at the steps you might take for a structured approach to choosing the right

marketing partner for your project and your business While some experts

recommend you bypass the presentation entirely or at least ask the agency not

to spend too much time or money on development of it it remains an industry

standard and a tool that most agencies utilize to demonstrate their expertise and

professionalism It is the agencyrsquos one big shot at impressing you and your team

educating you about their capabilities and selling you their services

But before preparing their presentation the agencies you ask to present to

you will need some information from you to develop an approach that meets

your needs You will want to provide a written brief to them As such your

organization should prepare to provide the following information to any

agencies whorsquove made the cut to this point and are in the running to be chosen as

your marketing partner11

bull Any market data you have that will offer the agency insights into your

industry

10 Gallup Betsy ldquoHow to Choose an Advertising Agencyrdquo Love To Know Business Web 05 Apr 2012 lthttpbusinesslovetoknowcomwikiHow_to_Choose_an_Advertising_Agencygt

11 Finch Martin ldquoHow to Select an Advertising Agencyrdquo Suite101com Suite 101 19 Sept 2008 Web 05 Apr 2012 lthttpmartin-finchsuite101comhow-to-select-an-advertising-agency-a69480gt

copy 2012 4imprint Inc All rights reserved

bull Information about trends upon which you rely

bull The companyrsquos story including its history

bull The organizational structure

bull The organizationrsquos sales performance and market share information

bull Your companyrsquos business plans for both long and short term

bull The businessesrsquo marketing history and the results you have had

in the past

In addition to sharing this information with your prospective agencies you

will want to establish some parameters for the presentation Martin Finch

recommends some ground rules in ldquoHow to Select an Advertising Agencyrdquo on the

industry website Suite101com12 First he recommends you set a time limit for up

to two hours for each agency to present their pitch and schedule all pitches for

the same day

Then when you pull your team together build a selection panel of more than

three or four managers who will be involved with the project on a regular basis

Arm them with a score sheet with which they will evaluate the presentations

objectively That score sheet according to Finch should include

1 Does the agency comprehensively answer the brief

2 How would you rate the agencyrsquos creativity Did they present original

ideas Were their thoughts on how to execute the plan unique and

fresh to the industry

3 Was the agency mindful of your budget limitations Did they propose

an action plan that operated within that budget

4 How was their presentation style

5 What is the agencyrsquos range of relevant services Does it cover all the

bases

Finch goes on to recommend some standards to follow during the presentation

itself You will want to ensure there are no external interruptions during the

agencyrsquos pitch so that you can focus on the information presented Ask all

participants to hold their questions until the end of each individual presentation

When all presentations have concluded Finch proposes that the selection team

makes their final decision based on the scores earned by each agency

Creat ing an effect ive partnershipYoursquove embraced a structured decision-making approach Yoursquove toured the

facilities yoursquove heard the pitches and yoursquove chosen the right marketing partners

12 Ibid

copy 2012 4imprint Inc All rights reserved

for the job at hand Now what Though itrsquos taken a good amount of legwork to

get to this point the exciting part is just beginning The success of your marketing

efforts is dependent upon this new blossoming business partnership

For that reason experts say itrsquos important to develop relationships with the

team assigned to your project and establish some clear expectations to best

pave the way to a successful partnership First yoursquoll want to be clear with

the agency about what your budget is if you havenrsquot done so already Even

if you have informed the agency of your budget limitations you will want to

reiterate your expectations for deliverables you receive within that budget

At this point if you have not established timelines and deadlines with your

marketing partners you will want to compare your established timelines with

them to ensure they match up and your new marketing partners can meet your

deadlines13 Taking these steps ensures that your expectations are met because

you clearly established what your organization needs and your partners in turn

communicate what they can accomplish to help you achieve your goals

Monitoring the agencyrsquos or freelancerrsquos performance is also important Whether

you are pleased with their work or feel therersquos room for improvement your

organization should offer that feedback in regular intervals If issues arise be sure

to address them without delay14

Enlisting the help of a structured approach to your selection of a partner in

achieving your marketing goals and investing the necessary time and dollars into

the process are essential to positive outcomes No matter the size of your business

or the scope of the project for which you are seeking a marketing partner choose

those partners carefully using this advice from industry experts and you stand to

reap the benefits that only a carefully-forged collaboration can provide business

growth increased sales growing market share and enduring success

13 ldquoHow to Compare Advertising Agency Servicesrdquo EHow Demand Media 11 Dec 2007 Web 05 Apr 2012 lthttpwwwehowcomhow_2156150_compare-advertising-agency-serviceshtmlgt

14 Dash Julekha and Chelsey Levingston ldquoHow to Select an Ad Agency Thatrsquos Right for Your Companyrdquo Dayton Business Journal 05 July 2010 Web 05 Apr 2012 lthttpwwwbizjournalscomdaytonstories20100705story7htmlpage=4gt

4imprint serves more than 100000 businesses with innovative promotional items throughout the United States

Canada United Kingdom and Ireland Its product offerings include giveaways business gifts personalized gifts

embroidered apparel promotional pens travel mugs tote bags water bottles Post-it Notes custom calendars

and many other promotional items For additional information log on to www4imprintcom

copy 2012 4imprint Inc All rights reserved

for the job at hand Now what Though itrsquos taken a good amount of legwork to

get to this point the exciting part is just beginning The success of your marketing

efforts is dependent upon this new blossoming business partnership

For that reason experts say itrsquos important to develop relationships with the

team assigned to your project and establish some clear expectations to best

pave the way to a successful partnership First yoursquoll want to be clear with

the agency about what your budget is if you havenrsquot done so already Even

if you have informed the agency of your budget limitations you will want to

reiterate your expectations for deliverables you receive within that budget

At this point if you have not established timelines and deadlines with your

marketing partners you will want to compare your established timelines with

them to ensure they match up and your new marketing partners can meet your

deadlines13 Taking these steps ensures that your expectations are met because

you clearly established what your organization needs and your partners in turn

communicate what they can accomplish to help you achieve your goals

Monitoring the agencyrsquos or freelancerrsquos performance is also important Whether

you are pleased with their work or feel therersquos room for improvement your

organization should offer that feedback in regular intervals If issues arise be sure

to address them without delay14

Enlisting the help of a structured approach to your selection of a partner in

achieving your marketing goals and investing the necessary time and dollars into

the process are essential to positive outcomes No matter the size of your business

or the scope of the project for which you are seeking a marketing partner choose

those partners carefully using this advice from industry experts and you stand to

reap the benefits that only a carefully-forged collaboration can provide business

growth increased sales growing market share and enduring success

13 ldquoHow to Compare Advertising Agency Servicesrdquo EHow Demand Media 11 Dec 2007 Web 05 Apr 2012 lthttpwwwehowcomhow_2156150_compare-advertising-agency-serviceshtmlgt

14 Dash Julekha and Chelsey Levingston ldquoHow to Select an Ad Agency Thatrsquos Right for Your Companyrdquo Dayton Business Journal 05 July 2010 Web 05 Apr 2012 lthttpwwwbizjournalscomdaytonstories20100705story7htmlpage=4gt

4imprint serves more than 100000 businesses with innovative promotional items throughout the United States

Canada United Kingdom and Ireland Its product offerings include giveaways business gifts personalized gifts

embroidered apparel promotional pens travel mugs tote bags water bottles Post-it Notes custom calendars

and many other promotional items For additional information log on to www4imprintcom