HOW TO CHOOSE A PROMOTIONAL AGENCY
So you have formalised your marketing plan and now you need to begin putting those precious plans into practice. You're going to need a promotional agency and therefore undertake some reviews. What are the key characteristics you need in an agency partner? How do you ensure you uncover these qualities in the review period and end up selecting the right one?
These challenges face marketing teams everyday and it's those brands that do their homework that often obtain the best results when it comes to implementing their programs in field. So how do you ensure you 'get it right'?
First of all, you need to have a short-list of candidates. Choose three or four marketing agency candidates that are "promising", and seem to have the knowledge and experience you are after. Better yet, ask around for referrals both within your own company and externally. This is where you get some of the true 'history' of an agency - rather than just what they want to tell you in the presentation.
Next, it's important to consider what areas you really need help with and design a brief that accurately communicates the characteristics you are looking for. Don't be distracted by 'fluff' and creativity alone if it's hard numbers and ROI that you are after. You must make sure you spend the time to detail what you need prior to reviewing agencies otherwise you'll never find the support you are looking for.
Finally, you need to make sure that what your short-list presents, they can actually execute. "It sounded good in the presentation" can quickly turn into your worst nightmare when the program arrives in field. Does the company have a history of implementing such promotions? Have they shown case studies and testimonials to support? What systems do they have to ensure your program is met on time and on budget?
Importantly you need to find an agency that you can gel with. Do you trust the account team? Will they be able to answer the tough questions and overcome challenges without shirking away? Does the whole account team exude competence? If you get positive answers to these issues you are well on your way. Remember, if you treat your agency as a supplier they will always be just that. Treat them as a brand partner and you will give them true ownership and better position for success for your brand.
