If you use the services of an external marketing agency, to get the best thinking, ideas and execution ensure you treat them like a true marketing partner and not just a vendor supplier.
Listen to Them: You value your co-workers because they bring knowledge and expertise from previous experiences. You get shortchanged when you call on your agency merely to execute. Get more value by allowing them to offer opinions on how to achieve your objectives. Ask them how they have helped other companies with similar challenges, and leverage what has been proven to work for others.
Compensate Them: If a retainer agreement is not appropriate or realistic, consider structuring their fees to include bonuses when program objectives are met, to give them an added investment in the success of your campaigns.
Limit The Number: There is an argument for utilizing specific agencies for each area of expertise, but there has been massive consolidation in the industry so, in many cases, the PR firm, web programmer and social media agency are all one company now. Limiting the number of agencies you work with allows you to centralize your budget, thereby being a “bigger fish in their ocean” and receiving improved service and dedicated support. It also reduces the amount of time you spend training and cross-training agency teams on who you are and what you do.
Involve Them: They should be on every mailing list, e-message distribution, customer announcement, etc. The more information they have, the greater insight they have into your organization and the more able they are to act as an extension of your team.
Structure Them: Establish measurement objectives and reviews. They are expected to perform as a part of your team, and should be treated as such by being held accountable for clearly outlined objectives.
Trust Them: They are expert at standing outside the forest that you are in and seeing the trees. Remember that you are not your target audience, and work to provide direction to accomplish objectives that will address creating awareness and demand with your target audience.
Comments