Getting the Word Out: The Whole Package
Finding a perfect match for your marketing consultant can be challenging, too. Selecting well helps you build a strong company, increases sales and increases brand awareness. You don’t need eHarmony or Match.com to help you find a good marketing relationship; you just need to know what you are looking for. For those who don’t know what they are looking for, I have a few suggestions:
First, you should know the different types of advertising agencies. There are creative boutiques, media-buying agencies and full-service agencies. Creative boutiques do creative and design work when needed. If you just want a Web site or brochure, creative boutiques can be an option. Media-buying agencies can set up all of your media purchases for the year. They use economies of scale to maximize the efficiency of your buy. Then, you have full-service agencies that incorporate both the creative and media buying along with many other options all under one roof. If creative boutiques are the candy stores and media buying agencies are bakeries, then a full-service agency is the grocery store.
Full-service agencies, such as mine, Visionworks Marketing & Communications, offer a large variety of services to choose from, including the creation of a complete, cohesive campaign. We write for television and radio; we design brand identities, brochures and print ads; we design, code and update Web sites and social media sites; and we make sure it all works together. If you need just a few pieces, a comprehensive marketing plan or even if you’re not sure what you need, we have expert business and marketing consultants to guide you, help you decide what’s needed and make it all work together to benefit your business.
The biggest benefit of working with a full-service agency is the cohesive marketing message that is hard to get when a campaign is developed by multiple vendors or media outlets. We look at all the elements of your marketing to develop one consistent brand message reinforced by each piece of the campaign and then strategically place that message in the best media to accomplish your goals.
The next thing to consider when selecting a marketing advisor is chemistry. Chemistry is something that is generally thought of as the science of matter but can also refer to the spark between people. When analyzing for chemistry with an advertising agency, follow your instincts. Meet with the team that will work on your account, and make sure you get along with the person who will be the primary contact for your account.
Having similar values is important for every relationship and critical when searching for an organization to steward your brand image. Look for an agency that operates from a value base similar to your own. An agency that is your perfect match will have your best interests in mind and will focus on accomplishing your goals.
Trust is an absolute must in the selection process. If you do not trust a candidate for the job, do not hire that candidate. Working with people whom you trust will make your job and their jobs easier, and it will make your projects run more smoothly.
Creativity can mean a lot more than building a creative campaign. It can also mean working with your resources and within your budget to get the most bang for your buck. It is relatively easy to be creative, but using creativity to accomplish strategic business and marketing objectives is not. Find an organization that has a proven record of using its creative talents to achieve real-world objectives for the clients it serves.
By paying attention to key personality traits, you can find a romantic mate. The same logic works for finding an advertising agency. Each agency is different in services offered and personality. Finding an organization that fits your needs is key to having a successful marketing campaign.
Lili Vianello is President of Visionworks Marketing & Communications. Contributions to this article were made by Visionworks staff members. Visit the Visionworks team online at www.visionworks.com