Thinking back to before we started Arga Media, we worked for businesses that required the assistance of advertising agencies. The process of choosing the right agency to work with was stressful to say the least. We wanted to find someone who could not only get the project done but someone who could guide us and give us ideas to get the best outcome.
Choosing the wrong advertising agency can really affect your business’s growth and even be costly. From wasted time and money to damaged brand reputation, the consequences of working with the wrong agency can be more severe than you think.
Unfortunately, there are over 88,225 advertising agencies in the US alone, and with so many out there choosing the right one can be a daunting task. Should you go with a local agency? Do you need Stephen Spielberg to direct your commercial? Or can it be done by your social media addicted nephew who just got a camera for Christmas from his parents?
We’ll discuss the key things to look out for when deciding to work with an advertising agency. Hopefully, by the end of this, you will avoid common pitfalls many businesses encounter when choosing to work with an agency like not receiving the project on time, spending too much, and not seeing an ROI,
Does the Advertising Agency have Expertise?
Probably the most critical factor to consider when choosing an advertising agency is their expertise. Working with an agency that has experience in your industry can be invaluable, as they are more likely to understand your unique needs and challenges.
Let’s say you own an HVAC business and you are looking for an agency to get you more leads. Finding an agency that works with mostly HVAC companies may be in your best interest. In this case, the advertising agency will most likely have campaigns ready to implement in your business that they have used in other areas of the United States. This could be the fastest way to see results and an instant ROI.
They may also have existing relationships with media outlets, influencers, and other key players in your industry. Their network may be a benefit to your company. It’s also important to consider an agency’s expertise in specific areas such as digital marketing, social media, or branding, depending on your business needs.
What is the Agency’s Reputation Like?
An ad agency’s reputation is an excellent indicator of their likelihood of performing to your standards. Most agencies with good reputations like to keep it that why so they will be willing to please you and make sure your project is to your standards.
It’s important to do your research and read reviews and testimonials from past clients to get a sense of their track record. You can also check industry awards and recognition to see if the agency has been recognized for their work. Keep in mind that a good reputation shoulnd’t be the only factor when considering to work with a marketing or advertising agency, but it’s not a bad place to start.
Do the Services Offered Align with Your Goals?
Advertising agencies offer a wide range of services, from video production to digital marketing and media buying. When evaluating potential partners, it’s important to consider the services you need and ensure that the agency offers them. It’s also good to ask if the agency has any specialized services that can benefit your business, such as experiential marketing or influencer partnerships.
If you’re looking to create a long-lasting relationship with an agency it is important to make sure they offer a suite of services so that as you grow they can assist you with your needs.
How Effectively Does the Ad Agency Communicate?
Effective communication is one of the most important things to look for in an agency. I think that goes for any relationship, right?
Look for an agency that is responsive and communicative, and has clear processes in place for keeping you updated on their work.
If the agency does not explain the process of working with them on your initial call ask them to walk you through it. If they don’t have a clear process that could be an indication that they are inexperienced and not who you are looking for.
Consider the agency’s ability to communicate complex ideas clearly and understandably. Those in the marketing and advertising industry tend to use jargon. Ask them to break down what they’re saying to you in a simple way. Again, if they struggle in this instance that is a clear sign of inexperience.
Miscommunication can lead to wasted time and resources, so choosing an agency that prioritizes clear and effective communication is essential.
Can the Advertising Agency Work Within Your Budget?
If you’re like most businesses you’ll need to take budget into consideration. Make sure the agency you choose is transparent about their pricing and offers a range of packages that fit within your budget.
Most agencies, depending on the project, are willing to break down pricing on a monthly basis. For instance, if a website is out of your monthly budget, most would be willing to break it into multiple payments to help you out.
Similar to communication, ask questions about the payment if they don’t break it down for you.
“Is there a deposit? Is there a setup fee?”
“Could there be unexpected costs along the way or is the pricing inclusive?”
“Can the investment be broken down into multiple payments?” These are just a few questions to ask.
Consider the agency’s ability to deliver results within your budget constraints, not every agency is for every business. Choosing an agency that aligns with your budget can help ensure a successful and sustainable partnership.
Is the Agency a Cultural Fit for Your Business?
Finally, consider the cultural fit between your business and the advertising agency. Look for an agency that shares your values and understands your brand’s personality. Additionally, consider the agency’s working style and make sure it aligns with your own. A lack of cultural fit can lead to tension and misunderstandings, so it’s important to choose an agency that is a good match for your business.
In conclusion, working with an advertising agency can be an excellent way to grow your business and reach new customers. However, it’s important to carefully evaluate your options to avoid costly mistakes. By considering an agency’s expertise, reputation, services, communication, budget, and cultural fit, you can find a partner that is the right fit for your business and marketing goals.