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HOW DO YOU KNOW IF THEY ARE ANY GOOD? Do they specialize in your industry?
02/04/2009 When a business finally decides to hire the services of an advertising agency, one cannot just hire "any" ad agency. Remember that deciding to hire an advertising agency is foremost due to budgetary constraints. So, if a business owner opted to get an ad agency, he or she must ensure that the company's investments for this service is maximized and will be worth it.
So, what are the hallmarks of a really effective ad agency? More importantly, how do you know if they are good? Easy. By “properly” looking at their client portfolio, you can gauge the answer to the following questions: Do they have the expertise and experience in promoting your kind of products or services, and do they specialize in your industry?
“Properly” and thoroughly examining an ad agency's client portfolio does not merely mean checking out these hardcopy reports, looking for names of prominent clients or brands, and remembering advertising campaigns that may have been directed at you, and with these data “facades,” making your decision to sign an ad contract right away.
First, look for businesses that may have some similarity to your business nature, and examine the advertising work done for them, and the results. With this, you will have an idea on how well the ad agency knows the promotional needs of your product or service, and the practical yet creative ways to have them stand out in the industry where you play.
You may worry that they may have run out of effective ideas to market and package your goods or offers, with similar business natures they have handled before. On the contrary, you may be amazed at the depth of creative juices ad agency people possess. Sit down with them and voice out your concerns, then see if they can present you with an ad campaign unique to what have been done before.
Another way to be comfortable with the capabilities of a prospective ad agency for your company is to check out their media networks. Do they have a varied list of industry contacts? Are their contacts and networks appropriate for your business so that you will reach your target markets and promote your products strategically? For instance, if you are engaged in luxury car dealership, an ad agency's roster of media networks that lean more on free distribution print publications, VHF TV channels, and women's glossy magazines may not work for your business.
Apart from these hardcopy clues, do not forget to touch base with your ad agency project people to get a good feel of the kind of partnership you are into. Gauge their creativity, work values, and support for your business. The crucial things to look for are honesty, realistic assessment of your desires and intended outcomes for your ad agency hiring, feasible and workable solutions and best of all, a “sense of ownership” to your business with a dedicated and hard-hitting ad campaigns meant to make your venture stand out and appealing.
When you do have finally picked the best ad agency for you, it does not stop there. As most success stories of company and advertising partnership would show, both parties can enjoy a profitable, valuable and lingering working relationship based on trust, confidence, respect of individual expertise and creative collaboration that was built through the years.