When to Hire a Marketing Agency

A good outside, third-party professional marketing organization (today they carry various names including “ad agency, integrated marketing communications firm, new and interactive agency, mar-com organization, public relations firm, etc.), is able to provide that big-picture, out-of-the-box perspective we all hear about. The expression “integrated or fully-integrated” is meant to suggest that the firm is neutral both in it’s examination and subsequent recommendation as to what combination of “marketing or media elements” would be appropriate for your company to use. But fully integrated also means that the agency should be capable of transparently delivering the impartial solution(s). Meaning – the agency may not provide ALL the necessary services under one roof, but they have strategic alliances in place such that they can provide those services without burdening you with any extra steps or risk.

If you already have an agency:

If you already have an agency under contract, ask yourself:

1. Is their work for us fresh and exciting?
2. Are we getting what we pay for?
3. Do they think about us without being prodded?
4. If we need "full service", are THEY "full service?"

5. Do they fight for what they believe (and know?)
6. Do they respect us (our service or product?)
7. Do they understand our target market?
8. Have they explored ALL the options?
9. Are we their BEST client?
10. Do they generate a Return On Investment?

On the budget topic:

In any agency review, don’t let anyone tell you that money (or budget) doesn’t talk! Each agency (marketing organization) has certain client budget minimums, arrived at through experience and predicated in part by the economy and their current client load. That’s why it’s important, for the sake of conducting what you want perceived as an “informed” agency review, that you have some idea of what your budget is or should be.