Advertising and publicity are as important to the success of a
business as attractive landscaping is to the sale of a home. Yet we
all know people who feel they can put in their own sprinkler
system, plant their own trees and lay out the perfect garden
without help from anyone.
Similarly, many small-business owners try to handle their own
advertising and public relations. This may work if you are one of
those few lucky people who can do anything themselves (short of
taking out their own appendixes). Most of us, however, are of the
"plant the shrubs and watch them die" variety. We think
we can do what the pros do-only to see our investment bear no fruit
or shrivel up and turn brown.
If you're looking to help your business grow, the use of
professional, experienced advertising and public relations firms
can make a big difference. But once you've committed to the
idea that you need professional help, how do you choose the right
agency?
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Start by understanding the difference between advertising and
PR. The traditional definition of advertising goes something like
this: "Creating or changing attitudes, beliefs and perceptions
by influencing people with purchased broadcast time (radio,
television, audio/videocassette), print space (newspapers,
magazines, journals, programs, billboards), or other forms of
written/visual media (fliers, brochures, bus-stop billboards,
skywriting)."
Public relations, too, influences people's attitudes,
beliefs and perceptions; however, it does so through press coverage
in television, radio, newspapers or magazines which, unlike
advertising, is often free. Because advertising and public
relations are not the same, it is critical that you avoid the
one-size-fits-all approach when choosing an agency.
Issues to Consider
Because most small businesses don't have huge advertising
budgets, it is important the dollars you do have are spent wisely.
That means working with an agency that can really meet your needs
and with which you feel comfortable. Not all advertising agencies
can deliver everything they claim. There are lots of companies
vying for your precious money, so carefully consider the following
issues before committing to any contractual agreement.
1. Define your objective in hiring an ad agency. What do
you want to achieve? What should be different after the agency goes
to work for you? What kind of working relationship do you
prefer?
2. Check out sources. Consider work you've seen or
heard that has impressed you. Call friends and colleagues you trust
and get their recommendations. Attend professional or trade
association meetings, and talk to members who have used agencies
before. Seek out their opinions, and note whose names come up often
(both pro and con). Watch for articles about ad agencies in area
papers, trade magazines and related publications (such as chamber
of commerce newsletters).
3. Once you have a list of candidates, screen them by
phone. Ask about their backgrounds, projects they've worked
on, the results they've had, their fees and anything else
important to you. Then set up interviews with the three or four
firms that impressed you the most.
4. Interview the finalists. Find out the following:
- Do they have experience working with your industry? What is
their track record when working with companies like yours? Do they
understand your business and the nuances of what you do? If not,
are they willing to research the information they need?
- Is there chemistry? You can tell if there is a good
"fit" with an ad agency. A good agency will express
interest in getting to know you as an individual and learning more
about your company. They will be good listeners and quick learners.
They will make good suggestions and react quickly to your questions
and opinions. They should demonstrate the ability to anticipate
what is best for your business and be prepared to disagree with you
if they feel you're on the wrong track.
- Do they show originality and creativity? Based on the
agency's previous work, do you feel these people understand how
best to "sell" your product or service? If you operate a
home health-care agency, for example, you probably don't want
an ad campaign that features technology over tenderness. Sensing
your clientele, the agency should know enough about you to put
together the appropriate message.
- Are they reliable and budget conscious? No amount of chemistry
and creativity can make up for a missed deadline or an estimate
that's way off. Be sure the agency has not only the creative
skills needed but also the time and commitment to devote to your
needs. Whether you're the biggest or smallest client in their
stable, you should be able to count on consistent attention to
detail. They should be available to answer your questions and be
accountable for delays and expenses.
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