No matter what industry you do business in, sooner or later you probably will need some advertising. Whether it’s a banner outside your shop or a “help wanted” ad in the paper, you need someone who can design and produce this kind of marketing on your behalf.
Unless you yourself have a background in graphic design, you may have no idea what constitutes a good advertising agency for your needs. Do you want one that specializes in online advertising or one that does outdoor items? Is your priority someone who can work quickly and cheaply?
There are many factors to consider when hiring a company to help you creatively. Most importantly, you need a partner you can trust to deliver high-quality work on time and within budget.
Here are six things to look for in hiring an advertising agency.
1. Credentials
You want to make sure that any vendor you retain is a legitimate business. Sadly, there are scam operations out there who take money from unsuspecting business owners and disappear.
Check any vendor you are considering with the Better Business Bureau. For example, this BBB rating on Smart Circle shows they are legit.
Look into the accreditations and associations on their website and make sure they are real. If you cannot find them at all online or with the Chamber of Commerce, be very careful about proceeding.
2. Past Work
If you are interviewing an ad agency, ask to see their past campaigns. They should have examples on their website.
Check if these are companies or brands you know. If they are huge corporations, it will tell you about the caliber of the agency. It will also indicate their level of pricing.
Also, ask about the success of these campaigns: did they achieve their clients’ objectives? For example, if a campaign was intended to increase sales, ask if that goal was reached and ask for metrics. By what percentage did sales increase after the ad campaign launched?
3. References
Ask to speak to their former clients. When you talk to the agency’s references, find out if they delivered on their promises.
It’s also important to ask if their processes were smooth and if they stayed within the budget.
Speaking with someone you know in common is always a great way to get a truthful assessment.
4. Strategy
Do you want a marketing or advertising talent to direct your promotions, or do you just want someone to execute what you say?
If and you want to analyze the market and design strategies to raise your profile and drive business, you need a high-level agency.
On the other hand, if you simply need someone to design business cards with your logo and a sign for your shop’s front door, you need a different level of service.
Costs for these services will vary according to how much high-level strategy you are looking for.
5. Longevity
Has the agency been around a while or is it brand new? You want a company that has established ties to the community and a reliable income stream. You don’t want to be working with executives who are worried about being evicted or making payroll.
Companies that have established themselves in the community must be doing something right.
6. Style
Advertising is very creative, and not everyone’s styles click together.
You may want to make a big splash with online ads, , and viral videos. If so, you will want an agency comfortable with nontraditional tactics.
On the other hand, you may want a very straightforward campaign that targets a particular segment of the market. Splashy digital tactics may not be right for you in that case.
Ask the agency to “pitch you.” Observe how they work together and listen to see if they understand your needs and audience. You will know pretty quickly if they “get it.”
You should also ask for a written proposal to lay out their qualifications and get their pricing in writing.
The Right Advertising Agency for You
In addition to a creative style that fits your brand, you always want to work with an advertising agency that is a wise and reliable business partner. Do your due diligence and research any company you are thinking about working with.
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