How to Choose an Advertising Company?
Posted on | August 10, 2009 | No Comments
Choosing an ad agency is not an easy and brief process , because the agency is one of the marketing tools that will also determine the success of a company. To determine the choice, there are preparations that must be considered:
Internal Preparation: appointment of the selection team consisting of people who are credible / seniors in this company for direct involvement in business processes. The involvement of the senior team is important to help understand the needs and direction of the company’s business. This team will also give companies the vision and mission, business and marketing plans and communications budget of a product / service will be advertised to the ad agency that will make a pitch.
After the team was appointed, the team will define what is expected of an advertising agency to support the activities of their marketing plans. From this definition picture will emerge about what the agency needed. How far the campaign should be prepared? Short-term or long term? How big is the ad agency needed? How complete the service? Whatever service are you looking for?
After the internal affairs ready, next is to invite the appropriate agency agreed criteria. To select an ad agency, there are several important elements that should be taken into consideration:
1. Ad agency should have a good understanding of your business. For example the product you are selling technology products, look for an advertising agency that can move the language into the language of technology customers well, and this is not a simple case, because in order to move the language into the language of technology consumers who need an understanding of technology as good as the understanding of science communication .
2. Make sure the size of the agency that you need. Agency bigger is not necessarily better. It all depends on how much budget communications (billing) you. Usually brand with a small communications budget received less attention when they are on a big advertising agency because their attention is sucked into the brand with a large communication budget.
3. If your brand has a smaller budget, better to be a big fish on small pond. In addition to your brand will get great attention, you can also get direct access to the owner of the company. A privilege can be difficult if you are in a big advertising agency.
4. Make sure the agency has the best team to handle your product. Do not let your product be handled by a junior team. Seniority should be applied on all sides of the Accounts team Planning, Account Service, Creative and Media.
5. If you invite an advertising agency that was new, make sure the owner of the advertising agency are credible people in the field, not opportunists who are only able to open the company but have no knowledge in the accessible. Vision, mission and knowledge of the owners will affect the work of a company.
6. Make sure you like the team that will work with you, because after all, business is business communications that involve chemistry.
7. Do not invite too many ad agencies because this will only spend your energy. Select a maximum of 4 the most appropriate agency with the criteria specified to present their ideas.
8. If you fall in love with a presentation, make sure the team is a team presentation that will handle your brand will be.
9. Make sure that the selected advertising agency does not handle similar products because it would cause conflict of interest.
Once we decide our advertiser agency. Furthermore, we must measure the effectiveness of our advertising
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