Cupid’s Miss-Fire: How to Find a Marketing Partner You’ll Love

Feeling blue this Valentine's Day? Think Cupid's most recent arrow was fatal? Being as this is a blog about marketing, I won't comment on your love life, but I do have some thoughts for those of you looking for a new marketing romance.

First things first. As with any relationship, first impressions mean a lot. Did those first contacts exhibit the professionalism you demand? How much detail were they able to give you in that first meeting? How strongly did they want you?

Look beyond the flash. We all know clothes make the man (and Maybelline makes the woman), but don't let what an agency shows be all that you see. It's all too easy to promote themselves onto a list of "top firms" and get important sounding awards for campaigns that don't match your specific goals. Did they really take a company brand and turn it around or take it to the next level?

Is bigger always better? The big agencies often have more resources, both in-shop and through partnerships. Lot's of muscle, but what will it actually do for you? Will your account get the individual attention it deserves? A smaller agency might do more to keep you happy.

Do they understand you? Have they marketed in your industry before? Do they know what makes your customers tick? Are they able to use their experience to show you a new approach that has worked for other clients with similar needs?

Are they really good enough for you? You deserve the best. Will they produce a campaign that gets your company noticed? Take a close look at the campaigns they've been producing. Was it innovative and produced impressive results or ones that barely registered?

Do you two have a future? How recent was their last success? Is the talent that produced that success still at the agency? Is there a current campaign the agency can point to as an example of what you can expect or is it relying on past glory?

Be selective. It may seem practical to cast your net wide, but often times what you haul in are the desperate. The one you really want to consider may be driven off thinking they don't stand a chance against the numbers or that you don't have a real interest in their unique offerings. Use a marketing consultant to develop a targeted RFP.

Meet the family. There's more than just the two of you to think about. Don't forget about in-laws and crazy uncles. Will the agency "fit" into your corporate culture? Will there be differences in attitudes and work habits? You're going to be spending a lot of time on each other's turf. Will you both be comfortable?

Do you feel that special "something" when you're with them? Are you going to dread those future marketing meetings? Spend time with your potential marketing partners before you make that commitment. Do they bring energy into the room or sap it?

Make time for heart to heart chats. Talk to the people in the agency who will be directly responsible for your account. The first people you meet at the agency may simply be the "face" that draws in new accounts before passing them over a different group altogether.

Avoid one night stands. Does the agency have a track record of keeping clients long-term or do they lose interest once the novelty wears off? Can they keep a client's image fresh?

Control how far you go. A good agency will establish clear and concrete markers for progress toward your marketing goals. It should also be willing see its fees based on reaching those markers on schedule. Create a common vision of success. Encourage them by establishing a bonus schedule for success beyond the original objectives.

Don't be afraid to talk about money. Make any potential agency understand that you have a budget. If you don't talk about money from the beginning, you may waste your and their time presenting proposals they cannot deliver given your budget. Let them know your limits so they can operate within them.

I told you I wouldn't delve into your love life, but if you've decided it's time to find the perfect match in marketing, I'll be here to set you up with a date that just might turn into "happily ever after."

Happy Valentine’s Day!