Primer for Selecting an Agency
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Primer for Selecting an Agency



This presentation is a primer for business owners who need a fundamental understanding of how agencies work, when to hire an agency, the type of services available and how to develop a positive ...

This presentation is a primer for business owners who need a fundamental understanding of how agencies work, when to hire an agency, the type of services available and how to develop a positive working relationship with an agency.



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Primer for Selecting an Agency Primer for Selecting an Agency Presentation Transcript

  • Primer for Selecting an Agency All information herein is the property of Click Marketing Solutions and can not be reproduced without prior written consent.
  • The Agency Agenda Agency Overview When do you need one? Identifying the right agency for your business Client Agency Relationships Agency Success Story
  • The Agency’s Role The role of an agency is to protect your marketing investments and utilize the most effective combination of marketing strategies and tactics to achieve your business goals. View slide
  • The Agency’s Role Expertise professional service provider marketing strategies and tactics to protect your business qualified personnel Industry resources first to know speak language Brand development identity uniqueness awareness protection (for equity and longevity) View slide
  • The Agency’s Role Industry developments and changes: advertising styles strategies and tactics legalities technology Ultimately, the right agency will take your business to the next level.
  • Typical Agency Services Branding Strategic marketing plans Copywriting Commercial production Events Graphic design Market research Advertising (media planning, buying and management)
  • Typical Agency Services Digital marketing Photography Print management Promotional products Public/Media relations Social Media strategy and implementation Branded content creation
  • The Agency World A Full Service Agency Boutique Agency Market Research Firm Interactive Agency Design Firm Public Relations Agency Industry Focused Agency
  • The Agency World Multicultural Agency Media Buying Agency In-house Agency Production Houses Infomercial/Direct Response Agency Freelance
  • Agency Compensation 37% 14% 7% 5% 5% 9% 23% 0% 10% 20% 30% 40% Other Percentage of media billings Hybrid retainer/performance -based Performance Hybrid retainer/billings Straight retainer Project time and materials
  • Timing: Hiring an Agency
  • When to Hire the Professionals Establish your business - planning phase Develop corporate ID Grand openings Expand your business Need additional marketing tools Start advertising When you outgrow your current agency Economic downturns
  • Economy and Advertising Over the last 65 years there has been 14 economic downturns (every 4.5 years) with an average duration of 11.7 months.1 Over the past 45 years, consumer spending has gone up, not down, during every economic downturn. Firms that maintained their advertising during a recession had a growth of 275%, while firms that didn’t only showed a growth of 19%.2
  • Economy and Advertising 19% 275% 0% 50% 100% 150% 200% 250% 300% Cut Advertising Maintain Advertising Average Sales Growth During a Recession
  • Economy and Advertising The best way to gain share is to sustain your spending during a recession. That’s how Pizza Hut and Taco Bell grabbed share from McDonald’s during the early 1990’s. In the recession of the mid-70s, Chevrolet increased its ad budget while Ford cut back by 14%. The result was that Chevy’s market share rose by 2 points, representing hundreds of millions of additional revenues!3 Sources: 1 - AAAA: Advertising in a Recession, Bernard Ryan, Jr. Source: National Bureau of Economic Research 2 - McGraw-Hill Study 1981-1985 3 - “Why Advertising Matters More Than Ever”, Business Week, August 6, 2001
  • The Ideal Agency
  • Agency Criteria What do you need or what do you think you need? Services Previous industry experience Portfolio/work Process Personality Size Fees Client Roster
  • Advertisers’ Criteria 19% 16% 9% 9% 7% 28% 12% 0% 5% 10% 15% 20% 25% 30% Creative Superiority Category Specialization Strategic Synergy with off-line campaign providers Lowest Cost Relationship with agency executives Media planning and buying synergy with off-line agency Other
  • Client/Agency Relationship
  • Agency’s Responsibilities Understand your business Provide solutions – creative to implementation State service scope, fees and agreements upfront Create a work plan and perform work according to it Be accountable to you and vendors Review your tracking results Provide guidance Protect business and marketing investments
  • Client Responsibilities Be honest Establish a budget Understand your customer Listen to guidance and provide direction on scope of services desired Communicate! Provide tracking results so that your initiatives can be fine tuned Be accountable! Be available and responsive in a timely fashion Have a long-term vision in mind