Thursday, February 13, 2014

12 Tips to Find a Marketing Agency You'll Love


Valentine’s Day is the perfect time to think about the state of your relationships. Of course, this is a marketing blog, so I’m not qualified to help you with your love life. Just like finding the right romantic partner, finding the right advertising, public relations or marketing partner for you all boils down to communicating openly, asking the right questions and paying attention to the details. Are your marketing programs producing results you love? If the passion for your team has faded, you've lost the love for your marketing partner or if you're currently unattached, don't lose heart. Here’s a dozen tips to find a match made in marketing heaven.

1. Be selective. There’s nothing wrong with playing the field a little bit just to see what’s available, but you don’t want to cast your net too wide. The best ones may run away, assuming it’s a waste of time against the numbers, or that you don't appreciate that they’re unique. Limit the lineup. Do the due diligence or use a consultant to weed out the ones that are obviously not a good fit and develop a short-list of the most promising agencies so that you can take the time to get to know each of them well.

2. Consider first impressions.
Is there a good exchange of talking and listening? Like in any relationship, first impressions are usually a good indication of what’s to come in the future. Your first phone calls, emails or meetings with a marketing agency should give you the feeling that they are professional, experienced, and passionate about winning your business. Anything less and it may be best for you to walk away now, before anyone gets hurt.

3. Look for inner substance.
There are countless stories of people who ended up in a bad relationship because they were blinded by a pretty face. Don’t let this happen to you. A particular agency may be one of the hottest names in the industry and have won lots of awards, but that doesn’t necessarily mean they're going to be the right fit for your organization. Look below the surface to make sure that an agency has real ideas and realistic plans for how they can take your brand to the next level.

4. Bigger isn’t always better. Can you be sure your team will be there when you need them, or are they going to forget about you as soon as they win your business? Bigger marketing agencies may have more resources, but they may not be able to provide your account with the level of personal, senior-level attention it needs. A smaller agency might do more to keep your business because it’s more valuable to them.

5. Can they commit? Look towards the long term. What does an agency’s past tell you about its future prospects? Are they the type of agency that frequently builds long, successful relationships, or do they have a lot of “one-night stands” in their client history? Once the “honeymoon” phase wears off, can they keep the work exciting and fresh?

6. Do they “get” you? Do they have relevant experience with clients facing similar challenges? Do they have a pulse on what makes your customers tick? The agency may have a large service offering, but what do they do best? Identify your needs and the agency’s core strengths to ensure it’s a match of the heart and soul.

7. Look for the “spark”: Just like in romance, there’s a certain feeling you get that can tell you whether or not an agency is right for you. Do they bring energy into the room or sap it? You’re going to be spending a lot of time with the marketing agency you choose to work with, so ideally, the thought of attending meetings with them in the future should get your heart racing faster.

8. Meet the family: When lovers marry, the families –crazy uncles and all—are a package deal. The same is true of marketing agencies. You’re be essentially marrying your brand to the agency’s entire staff, so you’ll want to make sure their overall culture, attitude, and work habits are a good match for your own. In larger agencies, the business development team that wins your account may not be the people you’ll be working with on a daily basis. Get to know the team who will be responsible for your account.

9. Avoid Revolving Doors: With the level of turnover that occurs in mostly larger marketing agencies, it’s important to find out if the talent that produced those successful campaigns is still with the agency, and available to work with you going forward. Can they point to recent successes with the current team?

10. Share Mutual Goals.
What’s considered a successful relationship? Develop a scope of work, deliverables and a timeline. What happens in the first 30 and 90 days? Do you agree on the end game and share a vision for the future?

11. Talk about Money. Are they talking “champagne and caviar”, but you’re thinking “fish and chips”? If you don't openly discuss money and manage expectations in the beginning, you may waste time discussing programs that are beyond your means. Let them know your limits so they can work within them.

12. Where Is this going?
Do you have a future together? Have they produced successful campaigns with impressive results? Will they produce a campaign that puts your company on the map? You deserve the best. Look for a track record of success and feel comfortable with their plan for the future.

Even if you’ve got all the right tips, having a matchmaker who can introduce you to the right firm will dramatically increase your chances of success. That’s why I’m here. If you’re looking for marketing love this Valentine’s Day, I can set you up with a meeting that just might turn into happily ever after.

All that it takes is a bit of research and due diligence, and you can find a team that is perfect for what you have in mind. Well, that and maybe a bit of love too.

Happy Valentine’s Day!

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