That’s a great question, but unfortunately, there’s no simple answer. The best thing you can do to start the process is to do your homework. Talk to colleagues and business contacts to find out who’s doing their work. Determine what type of ad agency you need – full service? Boutique? Large? Small? National? Regional? As you can see, there are many, many variables, but determining what is going to work for you will help you narrow down the field.
Once you’ve come up with a list of potential agencies, invite 2 or 3 to come in and meet with you. Before that meeting, write down some key objectives. What are your goals? What would you like to achieve by hiring an ad agency? For example, are you looking for name awareness for your business, or do you need a campaign that will make the phone ring? Every agency has skills in specific areas, and different agencies do some things in certain areas better than others. Do you need an agency that is experienced in broadcast (radio & TV), or do you need an agency that is known for direct marketing? Are you going to make use of social media and marketing? Not all agencies are experienced in that field yet. But since that’s the direction advertising is going, you’d be well served to find an agency with that expertise now.
Be prepared to give the agencies you meet with some in-depth information, including budgets, objectives, expectations and samples of your past advertising efforts. Be candid – this is not the time to be shy about what has worked or what hasn’t. This is a good time to gauge the chemistry with the people in the agency…do you feel a comfort level? Are they asking the right questions? Did they show you relevant examples of work they’ve done? And did they do their homework before your meeting – demonstrating an understanding of your industry and what key issues are affecting your business now? Hopefully, they did, and you’re actually interviewing some qualified people.
Here’s a big “Don’t” - don’t ask for speculative creative. It’s a big waste of time for both of you, and it’s really not fair to ask the agency to create any spec advertising without really first knowing about your particular situation. Besides, there’s a lot of work involved, and unless you’re planning on paying them for their time, it’s not fair to ask to get something for nothing. Just imagine how you’d feel!
Most importantly, consider the client-agency relationship a partnership. Always remember that you’re both working together for a common cause, and if they’re successful, you’ll be successful as well. Just like any marriage – give and take works best!
Once you’ve come up with a list of potential agencies, invite 2 or 3 to come in and meet with you. Before that meeting, write down some key objectives. What are your goals? What would you like to achieve by hiring an ad agency? For example, are you looking for name awareness for your business, or do you need a campaign that will make the phone ring? Every agency has skills in specific areas, and different agencies do some things in certain areas better than others. Do you need an agency that is experienced in broadcast (radio & TV), or do you need an agency that is known for direct marketing? Are you going to make use of social media and marketing? Not all agencies are experienced in that field yet. But since that’s the direction advertising is going, you’d be well served to find an agency with that expertise now.
Be prepared to give the agencies you meet with some in-depth information, including budgets, objectives, expectations and samples of your past advertising efforts. Be candid – this is not the time to be shy about what has worked or what hasn’t. This is a good time to gauge the chemistry with the people in the agency…do you feel a comfort level? Are they asking the right questions? Did they show you relevant examples of work they’ve done? And did they do their homework before your meeting – demonstrating an understanding of your industry and what key issues are affecting your business now? Hopefully, they did, and you’re actually interviewing some qualified people.
Here’s a big “Don’t” - don’t ask for speculative creative. It’s a big waste of time for both of you, and it’s really not fair to ask the agency to create any spec advertising without really first knowing about your particular situation. Besides, there’s a lot of work involved, and unless you’re planning on paying them for their time, it’s not fair to ask to get something for nothing. Just imagine how you’d feel!
Most importantly, consider the client-agency relationship a partnership. Always remember that you’re both working together for a common cause, and if they’re successful, you’ll be successful as well. Just like any marriage – give and take works best!
