AD AGENCY 101
What does an advertising agency do?
The role of the advertising agency is not nearly as mystifying as it seems. Their job is simply to help you reach your goals by presenting your company to the public in the best possible light.
They accomplish this by helping you fine-tune your message and by laying out an advertising campaign that fits within your budget and marketing plan parameters. That sounds easy, but it’s not. The process requires them to gain a detailed understanding of your products, your customer base, and your company. Once they have done that, they will use that information to connect you with your customers.
Depending on the kinds of ads that are appropriate for your product and market, you can expect to see drafts of several different ads for your campaign. They might come in the form of storyboards (image layouts that describe a TV commercial), scripts (for radio spots), or mock-ups (of print ads). Typically these will all support a central idea or concept for your campaign.
What will the ad agency expect from me?
First and foremost, they will expect you to enter the process with an open mind. You know more about your company than anyone else. But keep in mind that one of the reasons you hire an ad agency is because you know your business a little too well, i.e. you may make assumptions about your product that aren’t as obvious to someone outside the company. The ad agency is an objective voice. Listen to what they have to say.
Additionally, your ad agency will expect you to have a clear idea about what you want to accomplish in your advertising campaign. They will need to know about your target market and the sales goals you would like achieve. Their ability to help you meet your goals will, in part, depend upon your ability to clearly communicate your goals to them.
What can an Ad Agency do for me?
The ad agency that you choose to work with should provide all the necessary services to properly manage your advertising and marketing program. Each situation varies but depending on your goals, present needs and capabilities, this may include the following:
How to know if the campaign is working or not?
Sales are always the best measure of an ad campaign’s effectiveness. But apart from sales, your ad agency may survey and interview your customer base to determine what’s working and what’s not. Remember, advertising is not an exact science. Public opinion is a fickle thing, and sometimes trial and error is what it takes to finally find an ad that works. However, by working closely with your ad agency, you can reduce the time it takes to nail down the right advertising campaign for your business.
Can’t I just do all this stuff myself?
It's really a question of weighing what you do best and what an ad agency does best. After looking at the pros and the cons, many companies decide that it's smartest and very cost effective to form a strong relationship with a good ad agency.
How do Ad Agencies charge for their services?
Like any business, advertising agencies make money by satisfying a need. The actual methods by which agencies are compensated vary depending on business relationships with any given client. Often, they begin working with someone on a project basis—specific work for a set price. As more and more of the agency’s services (e.g, public relations or media analysis/planning/buying) come into play, the nature of the relationship often grows into a fee-for-service model in which the agency is paid on an hourly basis. Or, in cases where the agency and the client agree there’s a good fit with long-term potential (and both want to make it even better), the agency will prepare a letter of agreement that spells out all the terms of the relationship. This agreement typically may include a monthly retainer fee. The benefit of this arrangement is much like that of having a utility’s budget plan: you know exactly how much is budgeted each month for those services.
At the end of the day, whether compensated on a project, or hourly basis, through media commissions or through a retainer, the acid test is simple: if you feel you got what you paid for, the compensation arrangement is working. In order to have long term client relationships, success lies in providing good performance for good value.
To learn more on branding ideas and guidance on how to make your business different click here
The role of the advertising agency is not nearly as mystifying as it seems. Their job is simply to help you reach your goals by presenting your company to the public in the best possible light.
They accomplish this by helping you fine-tune your message and by laying out an advertising campaign that fits within your budget and marketing plan parameters. That sounds easy, but it’s not. The process requires them to gain a detailed understanding of your products, your customer base, and your company. Once they have done that, they will use that information to connect you with your customers.
Depending on the kinds of ads that are appropriate for your product and market, you can expect to see drafts of several different ads for your campaign. They might come in the form of storyboards (image layouts that describe a TV commercial), scripts (for radio spots), or mock-ups (of print ads). Typically these will all support a central idea or concept for your campaign.
What will the ad agency expect from me?
First and foremost, they will expect you to enter the process with an open mind. You know more about your company than anyone else. But keep in mind that one of the reasons you hire an ad agency is because you know your business a little too well, i.e. you may make assumptions about your product that aren’t as obvious to someone outside the company. The ad agency is an objective voice. Listen to what they have to say.
Additionally, your ad agency will expect you to have a clear idea about what you want to accomplish in your advertising campaign. They will need to know about your target market and the sales goals you would like achieve. Their ability to help you meet your goals will, in part, depend upon your ability to clearly communicate your goals to them.
What can an Ad Agency do for me?
The ad agency that you choose to work with should provide all the necessary services to properly manage your advertising and marketing program. Each situation varies but depending on your goals, present needs and capabilities, this may include the following:
- Analyzing your current problems and opportunities.
- Analyzing your past efforts and their effectiveness.
- Recommending effective marketing plans.
- Developing a creative and effective message.
- Media planning and buying that will be used to send out your message.
How to know if the campaign is working or not?
Sales are always the best measure of an ad campaign’s effectiveness. But apart from sales, your ad agency may survey and interview your customer base to determine what’s working and what’s not. Remember, advertising is not an exact science. Public opinion is a fickle thing, and sometimes trial and error is what it takes to finally find an ad that works. However, by working closely with your ad agency, you can reduce the time it takes to nail down the right advertising campaign for your business.
Can’t I just do all this stuff myself?
It's really a question of weighing what you do best and what an ad agency does best. After looking at the pros and the cons, many companies decide that it's smartest and very cost effective to form a strong relationship with a good ad agency.
How do Ad Agencies charge for their services?
Like any business, advertising agencies make money by satisfying a need. The actual methods by which agencies are compensated vary depending on business relationships with any given client. Often, they begin working with someone on a project basis—specific work for a set price. As more and more of the agency’s services (e.g, public relations or media analysis/planning/buying) come into play, the nature of the relationship often grows into a fee-for-service model in which the agency is paid on an hourly basis. Or, in cases where the agency and the client agree there’s a good fit with long-term potential (and both want to make it even better), the agency will prepare a letter of agreement that spells out all the terms of the relationship. This agreement typically may include a monthly retainer fee. The benefit of this arrangement is much like that of having a utility’s budget plan: you know exactly how much is budgeted each month for those services.
At the end of the day, whether compensated on a project, or hourly basis, through media commissions or through a retainer, the acid test is simple: if you feel you got what you paid for, the compensation arrangement is working. In order to have long term client relationships, success lies in providing good performance for good value.
To learn more on branding ideas and guidance on how to make your business different click here