Having a range of in-house services means you don’t need to run all over town to get each part of your business’ marketing done. Even more importantly, working with a marketing agency means you get the opportunity to harness the skills of a range of specialists who will work collectively to take a strategic approach to your business. This strategic input cannot be underestimated, as it will help bring cohesion to all your marketing – from planning through to budgeting – so you can feel confident that you are spending your money well, in order to meet clear marketing goals that align with your overall business objectives.
Good marketing agencies will offer services right from strategy through to delivery of the final product and deal with everything in-between. This ensures great quality production and often ensures a better price because of good industry relationships, while removing all the stress for you. If you have never worked with a marketing agency, this is a brief outline of what you can expect…
Firstly, a marketing agency should understand you and your business goals.
By getting to know you, your product or service attributes and your target market, a marketing company is in the best position to provide you with what will work best to achieve your goals. This means that when we first meet, we’ll have lots of questions for you about who you are, what you do, where you want to get to, and how your marketing is currently working for you.
A marketing agency should help you to understand how marketing works for your business.
Your marketing agency should know the right questions to ask – and there will be many! If marketing isn’t your forte it can be quite a difficult to understand the various aspects of marketing. A marketing agency is there to ensure that you know how each part of the marketing mix fit together and how to make the most of each. For example, you may have the goal of driving in-store traffic using a paid Facebook campaign. However if you look at other aspects of your business you may find that your floor staff aren’t well-equipped to deal with incoming customers. So, what’s the point of investing in a Facebook campaign when a negative user experience on the shop floor will undo all your hard work? These are the types of scenarios and conversations that we will raise with you, to highlight the importance of making sure you understand you take a look at all areas of your business and how marketing affects each.
A marketing agency should keep you posted on projects.
A clear line of communication is important to ensure you and and your marketing agency are both on the same page. We do our best to regularly update our clients on projects and we encourage an open door policy, to make sure we’re always here when our clients need us. Our client relationships are really important to us, which means we also encourage open and honest conversation, to ensure the best possible results.
A marketing agency should release your files when requested.
Unless stipulated beforehand (often with a written contract), you should be able to gain access to any files that a marketing agency has created for you – whether they’re logos, documents or imagery. As the client, you have paid good money for the creation of these ‘brand assets’, and you are entitled to keep them secure.
There may be a charge to cover the costs of retrieving, but from any decent, honest company, you can expect to be given access to your documents in a simple and timely manner. This includes website domains, logins, brand files, image files, documents (including both design and PDF files).
Working with the right agency.
Like with any relationship, there needs to be a good ‘fit’ – you need to enjoy spending time with your marketing agency team, and you need to trust their advice and their expertise, just as you expect others to trust you in your line of business. If you find that you and your marketing agency aren’t compatible, let them know. Sometimes it’s best to move on – you will both be happier for it.