The terms ‘quotes’ and ‘estimates’ are often used interchangeably, but their distinctions influence potential costs you may incur for a project. Knowing the difference can be key to cost visibility. […]
Prescription without diagnosis is malpractice. Tactics without a strategy are at best educated guesses, so don’t let your marketing agency act without a plan. […]
Embrace open communication with your agency and divulge your company’s trade secrets, as needed and with an NDA. This inside scoop creates higher quality work. I was asked recently by a former client how business was going and if the agency was working on anything interesting. The short answer was we have several new projects in the hopper along with a few recent additions to our client roster — but that’s about where I left it. […]
More often than not clients end relationships with their agency, but occasionally it’s the other way around. Here’s some tips if you find yourself on the receiving end of an agency resignation letter. I’ve been at this long enough that I’ve resigned a few accounts in the course of my career. Trust me when I say it’s never a decision I’ve come to lightly. There’s a sense of failure on my part that I and my agency couldn’t live up to whatever the ideal was that initially brought us together with our client. […]
The internet and technology allow you to work with your full service marketing firm remotely, but there are at least four times you should sit down in person with your agency. […]
When your agency buys media on your behalf, you’ll be quoted a Gross rate. The agency will pay a lower Net rate, yet the Gross rate should be the same price you’d pay if you purchased directly. […]
When hiring a full service marketing firm, selecting an agency partner that won’t pigeon hole you into their solution is important. The old adage that “if you have a hammer, every problem looks like a nail” rings true for marketing services and agencies. I believe it’s important that the marketing partners you select aren’t always holding a hammer. […]
If you’re using more than one firm for marketing activities, introduce them and make them a cohesive team. You’ll save yourself time and reap the benefits of teamwork. […]
With branding, few things are more important than consistency. Seize your authority and enforce correct brand usage across your organization; grant power to your full service marketing firm to help you. A brand is an intangible asset. It is created through a myriad of customer touch points developed over a span of time. Brands require nurturing to maintain and can often become a company’s most valuable asset. […]
A common temptation is to provide very literal direction on design projects, but this may prevent you from benefiting from the firm’s complete creativity and expertise. […]
