Ask Mr. Brandypants
Posted by Jaci Russo
Ask Mr. Brandypants
We are pleased to present a new series, Ask Mr. Brandypants, from guest blogger Tom Marcantel. Practical advice on marketing from a guy who knows a thing or two about advertising and selling stuff. Enjoy!
Dear Mr. Brandypants,
I think that I need an ad agency but I’m not sure who to go with. I know that given this economy, we need to be smart with our marketing budget. Is there some criteria that I should use in evaluating a marketing partner?
- Need an Agency Now
Dear Need,
This is a question that Mr. Brandypants often hears. The short answer is, yes, there is a criteria. But you’ll need to create it because your situation will be different from everyone else—including your competition. However, Mr. B would never leave you hanging so here are some guidelines to consider for developing your criterion.
1. Experience in your category does not mean success for you.
Agencies that have “category specialties” often are experts on the operations of a category, but have standardized their practices. Which means they’ll attempt to solve everyone’s marketing problems in the same way. It’s more efficient for them but not necessarily more effective for you. Look for someone who is willing to dig into your business and offer fresh perspectives. The quality of the thinking and the interest shown in your business can trump category experience. That is, if they can show that they know and follow sound marketing practices.
2. Look for someone who listens, but aren’t order-takers.
Mr. B knows it’s a fine line to tread, but there are two considerations to take into account. First, you know your business better than anyone. But the agency should know how to do what they do better than you. It’s a nice balance, right? So if you get the sense that you’re dealing with someone who’s point of view is “whatever you think,” run—don’t walk—away. You’ll be wasting your time and money.
3. Who will run your business?
Here’s a little secret—big agencies take on small accounts to provide cash flow while their higher-profile accounts offer marquee value but smaller margins. If you’re a small account at a big agency, chances are your day-to-day team will be junior staffers. So you want to be a big fish in a small pond. Provided of course that the people in charge of the pond know what they’re doing.
4. Find someone you like.
Everything else being equal, you have to like and respect the people you partner with and vice-versa. If the chemistry isn’t there, things can go south fast.
One suggestion before you commit your entire budget, try a project or two with people you feel good about. It will give you both a chance to see if things are working.
Good luck.
MB
If you have a question, please email Mr. Brandypants c/o tom@marcantelpartners.com
