Selecting a Marketing Company – Do’s and Musts:

Guest post by: Michele Harris

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Selecting a Marketing Company – Do’s and Musts:

How do you find advertising agency, PR firm or marketing company that's just right for your business' needs? In evaluating a marketing company, there are many factors to consider.

If you want the best bang for your buck, right/smart-sizing is essential.In challenging times,some larger advertising agencies, PR firms and marketing companies make temporary changes and take on smaller accounts that they would never previously consider. Yet, they are still set up and better suited to handle larger accounts.Be careful of agencies that are hungry and hurting, as they may misrepresent themselves in an effort to land your business.Good deals can turn into a disaster and service will suffer if the marketing agency is taking a loss.Make sure you have an accurate picture of their typical engagements so there's a greater chance the relationship has the potential to grow over time.

As featured ina recent interview with B2B Magazine article "How to Select and Agency," the following arebest practices and tips for hiring a marketing firm you’ll love for the long-term:

Do's and Musts:

-Money Matters. Establish a budget range and timing upfront, or you’ll prolong your search, spin your wheels and waste a ton of everyone’s time.

-Right-size. Clients should have an idea of the size, budget and scope of the agency’s average clients over the past 12-18 months.

-Recent Results. Is the top talent still active or laid-off and long gone? A colleague of mine is fond of saying, “A restaurant is only as good as last meal...”

-Industry experience. While industry knowledge can be valuable, breaking through the clutter counts and a fresh creative perspective can foster the Big Idea.

-Expertise. Look for a proven track record in the area with lots of examples and case studies to prove it.

-Manage Expectations.Develop a clear scope of work, deliverables and tie a fee schedule to milestones.

-Culture Counts.Their style, how they think, act, what they value and how they communicate should be aligned with your team's culture.

Here are some pitfalls to watch out for when hiring a marketing company:

Don’t & Pitfalls:

- Always assume you need full-service agency.Look for core competencies (what’s handled in-house.) Pay for what you need. Pure-play specialty firms can offer expertise and value.

- Be the small fish in a big pond; it’s easy to get sold on—and then lost in—a big shop. Get an idea of the size, budget and scope of the agency’s average client over the past 18 months.

-Focus on “the hottest."A fabulous campaign done for somebody else doesn't necessarily mean they'll do the same for you. Is your company’s situation, challenges and budget the same? (Of course not.)

-Avoid ‘signature’ lookswith creative agencies and canned "cookie-cutter" styles. Your branding should come first (not theirs.) Look for a varied portfolio; range is power.

-Fall in love for all the wrong reasons. Yes, chemistry is important, but it should not be the primary decision driver. Think rationally, and value big ideas that can drive your brand and your business.

-Issue a blanket RFP to a long list. RFPS are usually calls for a disaster and often alienate super stars that may be just the ones you need. Do your due diligence or hire a consultant (like Smarti) to help you develop the right agency short-list.

These tips will help you make the most of your time, maximize your resources and get the best return on your investment.

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Article Tags: Agency Selection, Marketing Agency Selection, Marketing Company Selection, RFP, RFPs

About the Author: Michele Harris RSS for Michele's articles - Visit Michele's website   Marketing expert Michele Harris has 20 years experience developing revenue-rich marketing programs for Fortune 500 companies and leading business development and client services for premier advertising agencies. As founder and Chief Matchmaker of Smarti Solutions–the leading marketing agency selection firm for the mid-size marketplace—Michele provides clients with sales and marketing consulting, an unparalleled, intimate knowledge of the boutique and mid-size agency landscape and an expert selection of qualified advertising agencies, PR firms, media and marketing companies across industries, capabilities and other criteria. Michele has been covered by The NY Times, NY Post, PR Week, Inc. Magazine, CNN’s Money Magazine and Crain's BtoB Magazine. To get sales and marketing guidance or assistance finding just the right advertising agency, PR firm or marketing company for your business’ needs, visit http://www.getsmarti.com        Click here to visit Michele's website More from Michele Harris Seducing Prospects 10 Ways to Woo New Clients RFP Response What Clients Want in RFPs Selecting a Marketing Company Dos and Musts Finding Your Marketing Match How to Hire the Right Marketing Company Social Media and PR Firms The Cost of Expertise

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