Prior to WestmorelandFlint, I worked for fifteen years on the client side in marketing and public relations positions, utilizing several agencies and freelancers. One of the first things I did when joining WestmorelandFlint was to make a top 10 list of things I hated about agencies so I could keep the perspective of a client. After seven years here, and almost fifteen years on the client side, here is my advice on getting the most out of your agency partnership.
Describe Your Business Problem
Many times clients start with the end in mind, i.e. “I need a brochure.” While that sometimes may be the best option, it’s most helpful for you to describe the problem in measurable terms, such as “We would like to increase our share of architects who need our service by 5%.” With the goal in mind, your agency can help you think of other solutions to bring the desired result.
Share mandatory elements including your logo or tagline, brand colors (if your agency hasn’t created the brand), and parameters for any project. Communicate what’s on your mind, but give them the freedom to explore and provide insight into your customers.
Don’t Be Afraid to Over Communicate
Reveal as much as you can about your company, product or service. Take your agency on a tour of your operations, provide monthly sales projections and results, past research, and let them talk to your customers and front line workers. They need to be as informed as they can be to ensure that the strategy and creative executions are on target. Also, know that anything you share with your agency should remain in strictest confidence.
Discuss the Budget in Advance
Often clients have a budget in mind but are hesitant to share it in advance, preferring to see what the agency will come back with. While this approach may work well for a quote on a particular project, it can lead to a lot of wasted time developing multiple plans to get to the budgeted amount you had in mind. Also, an agency can help prioritize your marketing initiatives if you have a ballpark budget in mind. Once a budget and plan are developed, make sure to review it closely so that you understand the proposal, especially what happens if the scope changes.
Reviewing Creative
Agencies put a lot of time and thought into creative concepts. When they share a concept, don’t be afraid to give your feedback – positive or negative. Agencies rely on your understanding of your business and market, but know that they bring outside expertise and perspective and a deep understanding of strategies and tools needed to reach your target audience and bring desired results.
If you love the concept, share what you love so your agency can learn and continue to hit the mark.
If you don’t like the concept, share what you like and don’t like. To simply say, “I hate it” doesn’t help your agency produce the best results and makes it difficult for them to know where to go next. You don’t have to fix the problem, that’s what you pay an agency to do. Simply state what aspect you see as the problem and then ask them for feedback or to tweak it.
If you think the concept totally missed the mark, explain why. Otherwise, your agency may spend a lot of time trying to fix something that can’t be fixed. Revisit the goal and the end result so there can be agreement on the problem that needs to be solved.
Recognize That Everyone is a Marketer
Everyone has an opinion of how you should market your product or service – your board, staff, CEO – but it really shouldn’t be about what appeals to them; it’s all about the customer. Keep that in mind as your make your marketing decisions. Work with your agency to arm yourself with rationale for chosen strategies and tactics.
Share the Results
Your agency should be passionate about their work and want to know the results of a campaign or initiative. Share successes as well as learning opportunities; it only makes your agency stronger on your behalf.
Do you have anything to add to this list? What helps you get the most out of your agency partnership?
Photo by Andy Rob
