There are a lot of things to consider when you're
looking for an advertising agency to help you create a new campaign. You want
to make sure that they are well experienced and that they understand what makes
your business unique and can help your brand grow. You also need to make sure
that they have the right team in place—one with just the right mix of skills
and backgrounds—to help you meet all of your goals.
But how do you know if an agency is a good fit
for your business? There are several different strategies you can use to find
the right agency, and we'll explore each one below.
1) If you’re looking to hire an advertising agency, it’s important to make sure you find the right one. There are so many
agencies out there, and they all do different things. Some specialize in B2C,
some in B2B. Some are full-service, while others specialize in just one
area—like branding or creative design.
The first step is to have a rough idea of your
budget and needs (for example, plan to spend 10 to 30% of your revenue target
on sales and marketing activities), and the second step is to identify the
agencies best suited to support those budgets and needs.
For example, if you want to focus on branding and
creative design but not so much on TV ads or social media marketing, then look
for an agency that specializes in those areas.
2) You have an idea for a campaign, and you need
to find an advertising agency that can help you make it happen. But how
do you go about finding the right one?
The right step is to create a questionnaire. This
questionnaire should be designed to test the knowledge of the agency, as well
as their ability to understand your needs and desires. You can also use this
questionnaire to test their ability to understand your business model, how long
they've been in business, and what type of experience they've had with similar
projects.
Once you have created your questionnaire, send it
out to a wide range of agencies that fit your target profile. From there,
interview these targets to narrow down which ones are actually good fits for
your project.
3) Start by asking three to five people to pitch
for your account. These are individuals who have been recommended by others in
your industry or who have demonstrated a desire to work with businesses similar
to yours. They should be able to demonstrate that they have previously worked
on campaigns similar to yours (and won!).
The pitching process will begin with the agency's
better understanding of your budgets, history, and needs, and will most likely
include a closer look at your current campaigns on Google Ads, Microsoft Ads,
Facebook, Google Analytics, and other platforms. They should have finished
their research and planning within two to four weeks and be ready to present
their proposal. Pay attention to the following points in those presentations:
The caliber of their team (and ensure that the team on the pitch is the same
team that will be working on your account to avoid bait-and-switch), their fit
with your company and team, The quality of their strategic-level ideas, media
mix proposed, optimization tools, and cross-channel reporting capabilities.
4) Once you've narrowed down your list of
potential agencies, it's time to pick the one that's right for you.
A. Select a front-runner.
B. Meet with them and discuss their past
projects, their process, and their availability.
C. Call references from previous clients to learn
more about the agency's experience working with those companies.
D. Negotiate the agreement and work statement
5) The final step is to formally recognize the
winner of this pitch. This may sound like common sense, but in my experience, many
companies don't do this until after they have signed on with their chosen
agency. It's always best to recognize them publicly so that employees know who
won the pitch (and can celebrate accordingly), which also gives other agencies
an opportunity to feel recognized if they didn't get selected by your company.
After that comes an important step: updating your
company policy regarding external communications with clients (especially ones
who are not yet customers). You want to make sure that both parties understand
how often communication should occur so that there aren't any surprises down
the road.
When you work with Brandwand, one of the top advertising agencies in India, they will not only help you craft a message
that resonates with your audience but also deliver it in the most effective
way possible. They house experts in digital marketing, traditional
marketing, and everything in between. Whether you need to create a brand
identity or just want to make sure your message is getting through to your
target market—Brandwand has got you covered!
