Here’s a question that crosses the mind of many small business owners. Should I work with an advertising agency for marketing my business?
The answer is in your response to these questions.
Are my marketing activities working for me or not?
Am I more comfortable collaborating or being the lone ranger?
The avenues for reaching consumers today is much broader and more complex. Expectations of clients have changed and the services agencies provide now are more comprehensive.
Listen to Bryan Holland of Holland Advertising: Interactive discuss the value of a client – agency relationship and what’s the difference between one that works versus one that falls apart.
WHAT YOU’LL LEARN FROM BRYAN HOLLAND OF HOLLAND ADVERTISING: INTERACTIVE
WHAT FUNDAMENTAL THINGS SHOULD BUSINESS DO TODAY TO MARKET THEMSELVES EFFECTIVELY? (3:26 in)
In Bryan’s words – You’ve really got to figure out your strategic brand story. Marketing one on one is differentiation. Why choose your brand, your company from the competitors.
Insight – Determine what is your unique selling proposition and what you want to achieve. Make sure you are telling this story on your website and through the use of other marketing tactics.
WHEN HIRING AN ADVERTISING AGENCY, WHAT QUESTIONS SHOULD I BE ASKING? (7:26in)
In Bryan’s words – First and foremost is chemistry. Do you like this person? Is your mission in alignment with theirs? Do they have success stories? Have they handled problems similar to yours?
Insight – Seek to find the agency that puts your priorities ahead of theirs.
WHAT EXPECTATIONS SHOULD CLIENTS HAVE OF AGENCIES? (8:18 in)
In Bryan’s words – We’re going to be able to let them know whether (their goals and objectives) are realistic or not. We’ll help guide and direct them.
Insight – Seek to find out what can be accomplished for what you have to spend.
IS THERE A PERCENTAGE OF BUSINESS REVENUE THAT OUGHT TO BE PUT INTO MARKETING THE BUSINESS? (9:05 in)
In Bryan’s words – Yes. There are industry averages. So depending upon the industry there is a rule of thumb.
Insight – Assess how aggressive you want to be in marketing your business. What the industry norm is may not fully address your goals. The clearer you can be in what you want to accomplish will help the advertising agency in right sizing a budget.
HAVE YOU EVER HAD TO FIRE A CLIENT? (11:23 in)
In Bryan’s words – We’ve done that several times. The client had unrealistic deadlines. They expect results and if we in our heart doesn’t feel it’s going to work, we’ll walk away from it.
Insight – Synergy between client and agency on goals, strategy, tactics, and deadlines are critical.
WHAT DO YOU SEE THAT’S MISSING IN THE MARKETING EFFORTS OF THOSE BUSINESSES WHO GO IT ALONE? (13:17 in)
In Bryan’s words – Thinking strategically about a brand tagline that differentiates why choose your brand and what are the key points that make it authentic, credible, believable.
Insight – By developing the right brand identity, the message and materials used in selling become easier to create and communicate.