INTRODUCTION
As organizations grow, they face the necessity of hiring outside help to support the marketing function. Even companies that already use advertising or public relations agencies are routinely faced with the question of whether to change agencies. The following questions will help anyone facing a decision about his outside marketing, fund raising, or public relations support.
1. What is it you really need?
Clarify, in writing, why you need an agency and what you hope it will achieve for you.
2. What agencies are available?
Find out which agencies are considered best in the field, which are local, etc.
3. Have you interviewed 2 or more agencies?
Never settle on the first one you talk to.
4. Have thay reviewed your business and made a presentation?
It is customary for agencies to make a formal presentation, including new ideas they have for your business. The more specific the ideas, the better able you will be to decide if a specific agency is creative and able to understand your needs.
5. What do they feel they can do for you?
Ask them to project measurable results.
6. What services do they offer?
You first may only be interested in advertising help, but a full-service agency could later help you with public relations, strategic planning, or other support.
7. Who is selling you?
The more senior the agency person, the more that agency wants your business. If they send a junior staffer, watch out. Your business is not important to them.
8. What does the agency do best?
No agency excels in everything. Make sure its strengths match your needs.
9. Who would work on your account?
Senior people are important. If new people, or people not yet hired, will be working on your account, you are taking a big risk. They have no track record at the agency.
10. How does the agency present itself?
Does it show concern for quality? Does it seem competent and professional? If it does not present itself well, how could you expect it to present you well?
11. Do you like the people?
You will be working closely with them. Life is too short to work with people you do not like.
12. How often will they visit your offices?
You want them to get involved in your business, but you do not want to pay for excessive meetings. Once a month is enough to start.
13. Does the agency have other experience from which you could immediately benefit?
One of the biggest benefits of an agency is that it has experience across multiple clients. (You will want to request references from some of those clients.) Look for an agency that has experience with your target market or a similar product or cause. You will get more for your money.
14. How successful have the agency’s clients been?
You should hear stories of great things it has done for others. If you do not, maybe it is not very good.
15. Is the agency growing?
Growth is a sign that others think it is doing a good job.
16. What new accounts have they recently acquired?
Too many, and you will be shortchanged. None at all, and it may be a sign the agency isn’t doing good work.
17. What accounts has the agency lost in the last year? Why did it lose them?
This is a good opportunity to find out about the agency’s weaknesses. (Nobody’s perfect.)
18. How does the agency charge?
Most charge a fixed fee, a commission, or both.
19. Who on your staff will manage the agency?
That person should be clearly identified to the agency from the beginning. The agency should never be allowed to go over that person’s head.
20. How will you review the agency’s performance?
Work this out in advance, and do it on a regular basis. Because you will both be working out the bugs, quarterly reviews are important at first. An agency should never be surprised at being fired.