How to Choose an Advertising Agency

The right advertising agency can give your marketing strategy a professional shot in the arm, helping you attract new customers and hang on to existing ones.

Difficulty: Moderately challenging

Instructions

Things You'll Need:

• Plan-idea Books
• Trade Publications

1. Decide what services you want from an advertising agency. Do you need help with a short-term project, or do you want to develop a comprehensive, ongoing advertising program?

2. Seek out agencies that have experience in your industry. Trade publications and organizations are good sources of information.

3. Choose several agencies likely to meet your needs and arrange informal visits to their offices. This is an opportunity for you to see each agency in action and to make clear your advertising goals.

4. Request and check the references of each agency.

5. Narrow the field of candidates to three or four agencies and request a formal presentation from each agency.

6. Select an agency.

Tips & Warnings

• A big ad agency isn't necessarily the best. You might get lost in the shuffle if you don't have a large advertising budget.
• Loved the presentation? Make sure the people responsible for the ideas you like are the same ones who will be working on your account.
• If others - employees, business partners - will also be working with the agency, invite them to the meetings and involve them in the agency selection process.
• If you are interested in an agency that deals primarily with your industry, they might represent one of your competitors. Ask about their policy on such a conflict of interest.

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