Advertising is a waste of time and money if you choose the wrong agency

Follow these Do’s and Don’ts to find the best one for your company.

LINWOOD, New Jersey – Jun 12, 2006 – According to Manta, a business information company, there are more than 20 thousand ad agencies in the United States.  Some states have a few dozen, some have a few hundred, while California has more than 2,000. 

Finding the right ad agency for your company can feel like searching for a needle in that proverbial haystack.  But choosing the wrong agency can waste time, effort, and money.  It can lead you to believe putting up with the agency you have is better than searching for a new one.

According to Guy Richards, Chief Branding Officer at Abiah, LLC in southern New Jersey, “It might take you up to 12 weeks to identify a list of prospective agencies and begin the evaluation process, but this time is well spent.  Advertising is an investment that should generate a significant return for your business.  It’s not a decision to be made lightly.”

If you’ve decided it’s time to find a new agency, or your company is ready to get serious professional help, then here are some Do’s and Don’ts to help you pick the right marketing agency from the start.

Do have a budget
Marketing and advertising takes money  — not necessarily a budget the size of Coke®’s, but it does take money.  Have an amount you’re willing to invest and be honest with the agencies you’re considering.  One rule of thumb you can use to create a budget is to budget a percentage of estimated gross revenue.

Don’t think bigger is better
Big agencies have big overhead.  The advantages of small size are the care and attention you receive, the ideas and innovation, the enthusiasm and flexibility.  According to marketing guru Seth Godin in Small is the New Big, small means big ideas get executed quickly, with care, and with outstanding service.

Do have clear objectives
Everyone wants to make more money but it’s not a clear enough objective that marketing can help you accomplish.  Do you want to create more awareness of your business to increase traffic? Do you want to increase sales for a specific product, service, or line of business? Do you want to move from a reactionary, ad hoc kind of strategy to a more formalized and consistent effort? A good agency can recommend an overall strategy but only you can determine what your objectives are.

Don’t be distracted by bells and whistles
An agency may excel at creating funny print ads or commercials.  They may be entertaining, that’s not advertising’s goal.  Advertising should drive sales, increase awareness, enhance reputation, or accomplish other specific objectives.  Look for an agency whose work delivers results accomplishes client goals.

Do plan to consider your agency a partner
The best agencies spend time getting to know the organization, its products, and its services.  You must be willing to share information and answer lots of questions.  Only then can ads and marketing strategies be created to help you achieve your goals.

Choosing the right ad agency is an important decision.  It’s time consuming and can be frustrating.  But identifying the right agency – one that fits with your company, is committed to your success, and has the talent to help you achieve your goals – can reap tremendous rewards for your organization.