So you’ve decided the best way forward for your organisation’s marketing requirements is to appoint a marketing agency, so how do you pick one? Marketing, by its nature, is subjective; agencies have different specialisms. Do they understand your industry? Do they understand your business? Does price equal quality?
Choosing a marketing agency is quite similar to recruiting at a senior level. Here are a few tips for selecting the right one…
Skills Match
There’s no sense in appointing an agency that specialises in digital marketing if your customer base shops using printed brochures unless you are looking to change your business model. It’s important to select a marketing agency that has expertise in the marketing tools your business uses and believes it will use in the future.
So, if exhibitions and TV advertising are your thing, select an agency that can demonstrate success in these areas.
Cultural & Personality Fit
Are you a business that flies by the seat of your pants, or do you plan months in advance? Do you have a calendar of events planned, or do you react to market conditions, new product launches, and price fluctuations?
Your marketing agency needs to reflect your business culture in order to support you effectively, so when you are told ‘we’re available 24/7’, dig into that one and make sure that they are!
Partner or Supplier
Do you want a Marketing Agency that ‘asks what you want?’ or ‘knows what you need?’
At Nuddy Media, we are not just a marketing agency; we are business consultants. Our experience across a range of industries in a variety of positions provides our clients with added insight and ideas about how to take their business forward.
However, if you already have a competent marketing manager, you may just need an agency to deliver prescriptively on your requirements.
Business Knowledge & Experience
Do you have a complex product or service? Does your ‘60-second elevator pitch’ sound like a Stephen Hawking lecture? If so, choose a marketing agency with either experience with your business or the ability to understand it quickly. You don’t want to waste your budget trying to explain what you do to your marketing agency.
Different industries and businesses require different marketing solutions. Does your prospective marketing agency work on a ‘one size fits all’ or embrace a bespoke approach?
References
Just as you would with a new recruit, check out their references! A good marketing agency will actively invite you to speak with their clients to reinforce their creative and commercial proposals.
At Nuddy Media, we find there is nothing better than a good testimonial to demonstrate that we are doing a great job and to help generate new business. We have a number of clients for whom we have undertaken a range of marketing projects, so whatever you need, we probably have a client who can endorse us!
We hope this helps with your selection of marketing agency, the Nuddy Media team.