Friday
Dec072007
Hiring an Advertising Consultant - 4 Questions to Ask
As a business owner, if you find yourself in the position of having to hire a marketing or advertising agency, what questions should you ask to avoid some of the traditional consultant pitfalls?
1. How will you get to know me? A good consultant doesn’t necessarily have to have experience in your industry - what they do need to have is the ability to dig deep to understand who you are (at the Wizard of Ads, we call this “uncovery”). Your consultant should require a minimum of one whole day with you, in a location away from the “office,” where they get to know you, your values and the history of the company. You should be pumped for information, from your life story to your vision for the future, and everything you know about your competition.
2. How about my competition? Ask your candidates how much research they do with regard to your competition (which sometimes includes businesses outside your product category). Not only should they gather information from you, they should spend a good deal of time researching public records to determine where you stand in the ranks of your category, and who the “hard hitters” are (you might even be surprised at the answer). They should also be willing to spend at least 1-2 days in your community to pay visits and “mystery shop” the competition.
3. What will you deliver? Many agencies present highly detailed “creative” campaigns without one thought being given as to how it will be delivered. Strategy is as important (if not more so) than any creative efforts - the goal is make the highest and most efficient use of your marketing budget. Once a strategy is in place, it should be followed closely. Measure everything your agency presents to you against your agreed upon strategy.
4. How we will reach potential customers? Large corporations like Coca Cola and Proctor & Gamble have millions to spend on advertising, giving them the advantage of mass media. You don’t have that luxury. Ask your agency candidates what media they plan to use to deliver your message and why. There’s a scientific formula to good media buying; unfortunately it’s used by just a few savvy consultants.
Finally, ask yourself this question: How Will I Measure Success? It’s a different answer for everyone, but one that’s critical to partnering with the right consultant. Whether it’s a monetary figure, a personal goal or internal fulfillment, find it then convey it to your consultant. It will ensure you both walk the same path to success and profitability.
Good luck with your search!
1. How will you get to know me? A good consultant doesn’t necessarily have to have experience in your industry - what they do need to have is the ability to dig deep to understand who you are (at the Wizard of Ads, we call this “uncovery”). Your consultant should require a minimum of one whole day with you, in a location away from the “office,” where they get to know you, your values and the history of the company. You should be pumped for information, from your life story to your vision for the future, and everything you know about your competition.
2. How about my competition? Ask your candidates how much research they do with regard to your competition (which sometimes includes businesses outside your product category). Not only should they gather information from you, they should spend a good deal of time researching public records to determine where you stand in the ranks of your category, and who the “hard hitters” are (you might even be surprised at the answer). They should also be willing to spend at least 1-2 days in your community to pay visits and “mystery shop” the competition.
3. What will you deliver? Many agencies present highly detailed “creative” campaigns without one thought being given as to how it will be delivered. Strategy is as important (if not more so) than any creative efforts - the goal is make the highest and most efficient use of your marketing budget. Once a strategy is in place, it should be followed closely. Measure everything your agency presents to you against your agreed upon strategy.
4. How we will reach potential customers? Large corporations like Coca Cola and Proctor & Gamble have millions to spend on advertising, giving them the advantage of mass media. You don’t have that luxury. Ask your agency candidates what media they plan to use to deliver your message and why. There’s a scientific formula to good media buying; unfortunately it’s used by just a few savvy consultants.
Finally, ask yourself this question: How Will I Measure Success? It’s a different answer for everyone, but one that’s critical to partnering with the right consultant. Whether it’s a monetary figure, a personal goal or internal fulfillment, find it then convey it to your consultant. It will ensure you both walk the same path to success and profitability.
Good luck with your search!
Advertising
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