If you are considering hiring an outside advertising agency for your business, one of the most crucial factors in its success is unbeaten collaboration. Many businesses feel that hiring an ad group should be a "fire and forget" process, where they hire an agency and then they come back a month later with a lineup of killer ads all ready to go. However, the truth is, it's a back-and-forth process, and the more prepared the hiring business is, the better the ad agency will do.
So, here are a few tips for businesses to get the most out of their advertising group:
Have a Vision. No artist likes staring at a blank piece of canvas. To get the best results, a marketing group needs to have an idea of the direction their work is expected to go. They get the best results when partnered with a business that already knows where they want to go, and just need help getting there.
The more data, the better. Any good marketing group will do plenty of their own research to try to learn about customers in a given market. However, most of the time, businesses targeting that market already know plenty about them. A company that already has solid intelligence on their market and their customers' buying habits will get equally solid results from their ad agency.
Know thy enemy. While this is vital business advice in general, in advertising it's doubly important. Part of positioning a business involves knowing where all the other guys are, so it can set itself apart. If a marketing group knows going in what the advertising landscape for a market is, it becomes far easier for them to create a marketing campaign that truly stands out.
Have faith in a campaign. One of the worst things that can happen to an ad campaign is to change it over and over. Campaigns need weeks or months to show their full potential. A smart business sticks with one ad campaign long enough to honestly see if it's working, rather than getting cold feet.
Hiring a marketing group takes work on both sides. A successful collaboration requires the hiring business to be open and willing to work with their agency to achieve the best overall results. The more information and direction the ad agency has, the better a job they'll be able to do.