Contracting with an agency to provide marketing services for your company is a daunting investment. As a business owner, you are trusting an outside organization to represent your brand or your product, and with that investment, you want the agency to help you take your company to the next level. You need creativity and vision to get there, and that’s what a good marketing agency provides.
When you begin to interview agencies, you’ll see that like all other businesses, they come in various sizes. Naturally, it’s easy to assume a bigger agency may be better at what they do. Sometimes it’s hard to get past the glitz and glam of the pitch, and get an accurate picture of which agency might be the best fit. A larger marketing agency may have more visuals or pitches to entice your business, but it may not be the best fit for your company and your vision. Here are some things to consider:
A smaller agency may give you more personalized attention. Don’t judge a marketing agency by the number of clients they list on their website. A longer client roll may mean that you get lost in the shuffle. Smaller agencies have easier communication processes, which may result in direct communication with decision makers at the agency. There is more one-on-one time. You’ll meet more of the agency’s employees, too.
Consider the demographic of the agency–it may be the same as your business’ demographic. Assess the age and size of the agency. A smaller agency may mean younger talent in desirable age groups. Millenials, a fast emerging demographic, will be able to give your business the perspective that it needs to take it to the next level and preserve it for the future. Younger people are more likely to be attracted to a small, creative agency where they can test their abilities; as a result, the energy level may be higher. Does that appeal to you? Examine the culture and philosophy of the marketing agency. Is it complementary to your company’s vision?
What kind of creative flexibility does the agency offer? Less staff may mean that the marketing agency can engage more employees on your company’s account, and that means more people are focused on your goals. They will all be brainstorming on your project. Larger agencies may have more resources, and may be a good fit if your product or industry marketing plan requires a lot of research.
What is your budget? What kind of turnaround do you need? While larger agencies may have established processes, smaller marketing agencies may have less overhead—and can pass that savings along to you. That’s better bang for your buck, and means there’s less of a process for the work queue, which results in a quicker turnaround on your project. This may make a smaller agency an easier creative risk than a big agency with more staff people on the payroll.
Budgets are always important—but if you want to build your business, you might have to take risks. Vetting a marketing agency takes time. Don’t rush the process, and you’ll find an agency that fits you, your company, and your vision for the future.