|
|
|
How to Select the Right Agencyby Carole Morgan, Editorial Director, Beeler & Associates Finding a suitable advertising or public relations agency is much like selecting a mate. Personal chemistry plays a major role, but it should not be the only factor. Size, consistency, trust, fairness and commitment to the long haul are also essential. Where to look. Start by looking at projects you have admired or that have worked for someone else. In most cases, your counterpart at that company will tell you who produced it and whether they were pleased with the results. If you have been in a particular industry for a while, you probably know the kind of work various agencies turn out and can quickly list the five or six you want to get in touch with. If not, ask colleagues, friends or look in trade association directories and the Yellow Pages. If your company’s sales are confined to one city or geographic region, a local agency will be more cost-effective and its personnel will know your market better. If you are competing on a national level, this becomes less of an issue. Methods for evaluation. Review client lists and the credentials of the agency’s principals. While this is great background material, is it not the foundation upon which to base a decision. Big companies farm out work to hundreds of agencies on a project basis. So, just because you see AT&T on a client list doesn’t mean the agency is a telecommunications expert. As for the credentials of agency heavyweights, you may never see them. You need to know who will be working on your account, because how well your relationship with these one or two people works will flavor everything in the relationship. Media contacts. Be sure the agency has strong ties with the media. This is where a local PR agency is invaluable, however any PR professional can frame and pitch a story to any editor, anywhere, and get results. Past projects. Ask about past projects similar to the one you have in mind. Selection criteria need not include experience in your particular industry, but there should be clients in similar fields, i.e. nonprofit, service, retail, etc. And there should be a sincere commitment to learn what your business is and where you fit in the marketplace. References. Speak to the agency’s clients personally. Get samples. Most agencies are proud to show off their work. Conflict of interest. Ask if there are any conflicts of interest. It’s best not to work with agencies that also work for your direct competitors, even if the agency assures you that there are safeguards. Versatile. Choose an agency that understands media mix. The solution to every problem is not print advertising, television or radio. There are many other promotional methods that work just as well including: direct mail, publicity, outdoor, trade shows, internet web pages and telemarketing. The key is cost-effective results. Results-driven. Don’t get hung up on award-winning projects. Look at whether the agency met the client’s needs and goals; the creativity reflected in its work; the problem-solving ability; the attention to detail; the match of the client’s objectives to the project; and, most important, was the project completed at the agreed-upon price. Bottom-line. Get an estimate on a project from start to finish. Fee schedules are virtually meaningless, and, under the best of circumstances and the best of relationships, billing will probably be your number one source of conflict. So why stack the odds against yourself? If the estimate is more than you want to spend, you are probably looking at an agency that is unsuited to your size and needs. This is part of a series of “how to” articles on marketing
communications presented by Beeler & Associates (B&A), one of Long Beach’s
oldest advertising and public relations agencies. Topics will change monthly. For
additional copies, write to B&A at info@beelerusa.com
or call
(562) 597-9000.
©1999 RETURN TO "HELPFUL TIPS" INDEX PAGE
|
|
Copyright © 2006 Beeler & Associates
|
