Find an Ad Agency That Gets Results
Many small businesses lack the expertise, time, and resources to create an effective professional ad campaign. Rather than randomly or blindly selecting an ad agency, opt for one that can provide your business with advertising strategy, creative development, and media selection. Keep n mind that ad agencies vary in several ways, including size, minimum budget, and business and industry sectors served. Your search strategy should include research, evaluation of qualifications, and interview components.
Research. Compile a short list of agencies that might be right for you.
1. Consult a directory to find information on advertising agencies, public-relations firms, media-buying services, and specialty ad shops. Popular directories include Advertiser & Agency Redbooks from National Register Publishing and Adweek Directories Online.
2. Request referrals from colleagues in business organizations, industry associations, and professional groups.
3. Screen effective advertising by your competitors and businesses approximately the same size as yours. If you see something you like, call the company to inquire which agency produced the work.
Review. Evaluate the qualifications of each agency you're considering.
# Review a portfolio of recent work, and note samples of advertising created for clients with budgets similar to yours.
# Take basic steps to identify chemistry or a lack thereof, by meeting with agency staff, including the people who might be working on your account. Get an idea of what each agency recommends for your ad campaign.
# Check references. Ask each agency for a list of companies they've worked with, and contact each one.
Make an assessment. Before you make a final decision, ask yourself some questions to determine if an agency is a good fit for your business.
1. What is the extent of the agency's experience working with clients in your industry or business sector? Does it specialize in retail advertising or business-to-business advertising?
2. Is the agency large enough to handle your business but small enough that you won't get lost? A one- or two-person shop might not have the resources to respond quickly and effectively to your needs. On the other hand, a big agency might have impressive credentials, but you could end up playing second fiddle to larger accounts.
3. Will you get attention from partners or top-level staff? Who will handle your account on a day-to-day basis?
4. Does the agency have expertise in the medium you want to use, whether it's television, radio, print, or the Internet? (For a general overview of the pros and cons of TV advertising, read Advantages and Disadvantages of Television Advertising for Small Business.)
5. Is the agency knowledgeable about your business? Does it understand your competitive positioning? Does it present creative solutions for your advertising needs?
6. What is the caliber of the agency's media department? If the agency does not have one, then you will be responsible for placing ads yourself.
7. Will you be charged on a project basis or fee-for-service basis? What are the hourly rates? What's the estimated cost for any outsourced work?
8. Does the agency seem flexible, open, and committed to your business goals?
9. Does the agency's style and corporate culture match yours? Are you on the same wavelength? Putting together an ad campaign is a creative, collaborative endeavor, and you should feel completely comfortable with the agency and its staff.
